Copyright 2010 - CBS Corporation

Cert no. SW-COC-002512
Copyright 2010
Gil Schwartz
Executive Vice President, Corporate Communications,
CBS Corporation
Dana McClintock
Senior Vice President, Corporate Communications,
CBS Corporation
Jeremy Murphy
Jennifer Goddard
Editors
Eric Smith
Designer
CBS New York
51 West 52 Street
New York, NY 10019
212.975.4321
CBS Los Angeles
7800 Beverly Boulevard
Los Angeles, CA 90036
323.575.2345
For more information, please contact:
Jeremy Murphy
[email protected]
A CBS Communications Group Publication
Letter from the
President & CEO
Edward R. Murrow famously observed of television in 1958:
“This instrument can teach, it can illuminate; yes, and it can even inspire. But
it can do so only to the extent that human beings are determined to use it to
those ends. Otherwise it is merely lights and wires in a box.”
What Murrow pointed out over half a century ago applies not just to television, but to all of CBS’s businesses. As one of the
America’s great enterprises, we take great pride in the fact that we are not just a leading content and distribution media
company but also a leading socially responsible corporate citizen, committed to giving back not only to the communities
where our employees work and live but to the wider world arena.
Throughout these pages we’ve provided a snapshot of these efforts and how we’ve used our role and influence responsibly. From hard-hitting network news coverage to national public service campaigns and local drives and telethons, CBS
has a long and proud history of serving the public good throughout the many communities in which we operate.
Recognizing the potential influence a media company carries, whether it be through televised news, sports and entertainment programming or on radio, online and on the printed page, CBS is also committed to being in the forefront of
promoting diversity in its workforce, as well as in the vendors and professional service suppliers we hire. We’re proud to
highlight the efforts we’ve made in making our company and industries more inclusive with opportunities for all.
This report doesn’t catalog everything we’ve done but it’s representative of the good work our divisions have accomplished
throughout the country. I’m proud to say it’s an endeavor that has been the hallmark of CBS for well over 80 years.
Sincerely,
Leslie Moonves
Contents
01
CBS Corporation
01
02
CBS Television Network
07
CBS Cares
07
CBS Diversity
09
II
CBS Programming
14
Focus: Providing “Hope for Haiti”
18
03
CBS Sports
21
Focus: Coach Cowher Tours NFL-USO
25
04
CBS News
27
05
CBS Television Stations
33
Community Outreach
33
Local Programming
37
Focus: Local Efforts to Help Haiti 39
Diversity
40
Focus: Emma L. Bowen Partnership 43
06
CBS Television Studios
45
07
CBS Television Distribution
51
Focus: THE DOCTORS Are In 56
Five-time Grammy winner Faith Hill performed on CBS’s 11th ANNUAL
A HOME FOR THE HOLIDAYS, which shares inspiring stories about
adoption by the industry’s biggest names, including Mary J. Blige, Reba
McEntire, Shakira and Carrie Underwood.
08
CBS Radio
59
Community Outreach
59
Local News & Information
69
Commitment to Artists
70
Focus: Chicago Station Saves Sports
73
09
CBS Outdoor
75
10
Showtime
79
Focus: The Smithsonian on Cable
86
11
Simon & Schuster
89
12
The CW Network
93
Focus: CW Texts Safety Message 95
13
CBS Interactive
97
14
CBS Films
101
cbs corporation has an
extensive distribution network by which it
serves audiences
and advertisers in all 50 states and key international markets
IV
CBS Corporation
Company Profile
SECTION
01
CBS Corporation (NYSE: CBS.A and CBS) is a mass media company
with parts that reach back to the beginnings of the broadcast industry,
as well as newer businesses that operate on the leading edge of media.
The Company, through its many and varied operations, combines broad reach with well-positioned local
businesses, all of which provide an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets.
It has operations in virtually every field of media and entertainment, including broadcast television (CBS
and The CW – a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television
(Showtime Networks Inc., Smithsonian Networks – a joint venture between Showtime Networks, Inc. and
the Smithsonian Institution – and CBS College Sports Network), local television (CBS Television Stations),
television production and syndication (CBS Television Studios, CBS Studios International and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon
& Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS
Consumer Products), video/DVD (CBS Home Entertainment), motion pictures (CBS Films) and sustainable
media (EcoMedia).
CBS Television Network
America’s most watched television network, CBS was established in 1928, when founder William Paley purchased 16
independent radio stations and christened them the Columbia
Broadcast System. Today, with more than 200 television stations
and affiliates reaching virtually every home in the country, CBS is
the #1 rated network with a primetime line-up that was watched
by more than 247 million people in the 2009-2010 season.
The Network has the #1 scripted show on television, NCIS; #11
comedy, TWO AND A HALF MEN; #1 newsmagazine, 60 MINUTES; #1 daytime drama, THE YOUNG AND THE RESTLESS;
and is home to five of the top 10 shows on network television
this season.
CBS News Division
CBS News is the news and information arm of CBS Corporation, dedicated to providing the best in journalism under
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standards it pioneered at the dawn of radio and television and
continues to set in today’s digital age.
Headquartered in New York, CBS News’ influential, critically
acclaimed programs provides newsmaking features and
interviews, investigative reports, analysis and breaking news 24
hours a day. The division provides news programming seven
days a week, utilizing a multi-platform model for news distribution across television (CBS Television Network), radio (CBS
Radio Network), the Internet (CBSNews.com) and hand-held
devices (CBS Mobile).
CBS News’ award-winning programs include its flagship daily
news program, THE CBS EVENING NEWS WITH KATIE COURIC; its #1 news magazine, 60 MINUTES; the fastest growing
network morning program, THE EARLY SHOW; the true-crime
magazine show, 48 HOURS MYSTERY; the newsmaking Washington public-affairs show, FACE THE NATION; and the #1 Sunday morning program, SUNDAY MORNING. Other CBS News
originals range from CBS RADIO’s WORLD NEWS ROUNDUP
(broadcasting’s longest-running program) to CBSNews.com’s
innovative new webcasts and blogs.
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a 24-hour national cable network; produces INSIDE THE NFL
for Showtime; and partners with CBS Sports.com in creating a
recognized leader among sports Internet destinations.
CBS Television Stations
CBS Television Stations consists of 28 owned-and-operated stations, including 16 that are part of the CBS Television Network,
eight affiliates of The CW Network, three independent stations
and one MyNetworkTV affiliate. Among its stations are WCBSTV (New York), KCBS-TV and KCAL-TV (Los Angeles), WBBMTV (Chicago), KYW-TV and WPSG-TV (Philadelphia), KTVT-TV
and KTXA-TV (Dallas-Fort Worth), KPIX-TV and KBCW-TV (San
Francisco), WBZ-TV and WSBK-TV (Boston), WUPA-TV (Atlanta),
WWJ-TV and WKBD-TV (Detroit), KSTW-TV (Seattle), WTOG-TV
(Tampa-St. Petersburg), WCCO-TV (Minneapolis), KCNC-TV
(Denver), WFOR-TV and WBFS-TV (Miami), KOVR-TV and
KMAX-TV (Sacramento), KDKA-TV and WPCW-TV (Pittsburgh),
WJZ-TV (Baltimore), as well as WCCO-TV’s satellite stations
KCCO-TV (Alexandria, MN) and KCCW-TV (Walker, MN).
CBS Sports
A year-round leader in television sports, CBS Sports broadcasts
an unmatched portfolio of events on the CBS Television Network. CBS Sports proudly completed its 50th year broadcasting the National Football League, including the regular-season
schedule of American Football Conference games, as well as
the most-watched show in television history, Super Bowl XLIV,
and the Network’s pre-game show, THE NFL TODAY.
CBS Television Studios
CBS Television Studios is one of the industry’s leading supplier of primetime network programming, producing 24 series
including seven of the top ten scripted shows on television.
The roster of popular and critically-acclaimed series includes
the phenomenally successful CSI and NCIS franchises and
the two highest rated new scripted series of year – NCIS: LOS
ANGELES and THE GOOD WIFE, starring Golden Globe and
SAG winner Julianna Margulies. In addition, the Studio’s roster
includes The CW’s hit series 90210 and MEDIUM, starring
Emmy Award winner Patricia Arquette, for CBS.
Among the popular and prestigious events CBS Sports also
airs are college basketball, including regular-season games
and the NCAA Men’s Division I Basketball Championship; the
most comprehensive golf lineup on network television, including the Masters® and PGA Championship; the U.S. Open
Tennis Championships; SEC ON CBS college football; CBS
SPORTS SPECTACULAR, including auto racing, horse racing,
skiing, track & field, gymnastics, and NCAA championships. In
addition, the division directs the CBS College Sports Network,
CBS Television Distribution
CBS Television Distribution is the preeminent company in
worldwide television syndication. CTD produces or distributes
12 first-run series and holds the largest distributed television library at 70,000 hours strong. Among CTD’s critically-acclaimed
programs are the #1 syndicated series WHEEL OF FORTUNE;
the #2-rated game show, JEOPARDY!; the top two talk shows,
THE OPRAH WINFREY SHOW and DR. PHIL; the Emmy Awardwinning talk show RACHAEL RAY; the Emmy-nominated DR.
As part of Simon & Schuster
Audio’s partnership with Doctors
Without Borders, Pimsleur
responded to the earthquake in
Haiti by offering free downloads of
its Haitian Creole language program to support volunteers aiding
the millions of people affected by
the tragedy. Pimsleur authorized
digital re-sellers to give away the
Haitian Creole program through
March 2010.
PHIL spinoff, THE DOCTORS; the #1 entertainment newsmagazine, ENTERTAINMENT TONIGHT and its sister show, THE
INSIDER; the #1 newsmagazine INSIDE EDITION; the top two
court shows, JUDGE JUDY and JUDGE JOE BROWN; the new
SWIFT JUSTICE with Nancy Grace and popular off-network
product, including the CSI and STAR TREK franchises, EVERYBODY LOVEs RAYMOND, NCIS, CRIMINAL MINDS, GHOST
WHISPERER and MEDIUM.
CW Network
The CW Television Network, a joint venture between CBS
Corporation and Warner Bros. Entertainment, made its debut
on September 20, 2006 as America’s fifth broadcast network
and is the only network specifically targeting young women
ages 18-34, a demographic highly sought after by advertisers.
Delivering a total of 25 hours of programming a week over six
days, The CW offers a five-night, 10-hour primetime lineup
that runs Monday through Friday, featuring such popular series
as GOSSIP GIRL, ONE TREE HILL, 90210, AMERICA’S NEXT
TOP MODEL, SUPERNATURAL and SMALLVILLE, as well as the
breakout hit THE VAMPIRE DIARIES. In addition to primetime,
The CW broadcasts a weekday afternoon block as well as a
five-hour Saturday morning animation block.
Showtime Networks
Showtime Networks Inc. (SNI) owns and operates the premium cable television networks SHOWTIME®, THE MOVIE
CHANNEL™ and FLIX®, as well as the multiplex channels
SHOWTIME 2™, SHOWTIME® SHOWCASE, SHOWTIME
EXTREME®, SHOWTIME BEYOND®, SHOWTIME NEXT®,
SHOWTIME WOMEN®, SHOWTIME FAMILY ZONE® and THE
MOVIE CHANNEL™ XTRA. SNI also offers SHOWTIME HD™,
SHOWTIME 2 HD™, THE MOVIE CHANNEL HD™, SHOWTIME ON DEMAND®, THE MOVIE CHANNEL ON DEMAND™
and FLIX ON DEMAND®. SNI also manages Smithsonian Networks™, a joint venture between SNI and the Smithsonian Institution which recently launched SMITHSONIAN CHANNEL™.
All SNI feeds provide enhanced sound using Dolby Digital 5.1.
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As a founding sponsor of the Emma L.
Bowen Foundation for Minority Interests
in Media, CBS has been mentoring
students such as Michelle Redberg
(left) since 1989. Redberg was a Native
American mentee at WCCO-TV (Minneapolis) until she graduated the program
in June 2009 and was promptly hired
by WCCO as a Business Development
and Research coordinator.
SNI markets and distributes sports and entertainment events
for exhibition to subscribers on a pay-per-view basis through
SHOWTIME PPV®.
CBS RADIO
CBS RADIO is one of the largest major-market radio operators in
the United States, with stations covering news, sports, talk, rock,
country, Top 40, classic hits, and urban formats, among others.
The division operates 130 radio stations, concentrated in the
nation’s top 50 markets. The overall mix of each radio station’s
programming is designed to fit the station’s specific format and
serve its local community.
CBS RADIO is home to the nation’s most listened to news (1010
WINS), sports (WFAN-AM), rock (KROQ-FM) and country
(WUSN-FM) stations, and broadcasts play-by-play coverage
of more than two dozen of the country’s leading sports franchises amongst MLB, the NFL, the NBA, the WNBA and the NHL,
including the New York Yankees, New York Mets, Chicago White
Sox, New England Patriots, New York Giants, Chicago Bears and
Detroit Red Wings.
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Additionally, CBS RADIO continues to be a leader in the industry in the digital space making aggressive moves to converge
new and traditional media through creative original content
and advanced delivery methods. Audio streams of nearly 200
CBS RADIO stations and custom channels are currently available online and via applications for a variety of mobile devices
including iPhone, iPod touch and Blackberry. The division also
maintains an exclusive agreement with AOL and Yahoo! through
which CBS RADIO powers AOL Radio and Yahoo! Music Radio
and distributes its stations to its network of listeners.
CBS Outdoor
CBS Outdoor is a worldwide leader in out-of-home advertising, with operations throughout the Americas, including all 50
of the largest markets in the United States, 19 of the 20 largest
metropolitan markets in Canada, 45 in Mexico, and markets
throughout Argentina, Brazil, Chile and Uruguay. Additionally
CBS Outdoor is a major player in the United Kingdom and has a
significant presence in France, the Netherlands, Italy, Spain and
Ireland as well.
CBS Films
CBS Films is a multifaceted film studio handling the development, financing, production and marketing of theatrical motion
picture content. CBS Films plans to release four to six mid-budget movies a year spanning all genres.
Ecomedia
Founded in 2002, EcoMedia brings together public institutions and municipalities with private industry advertisers and
local media to generate funding for projects to improve the
environment. The company’s model is based on an innovative
new concept of sustainable media -- a way to help companies
achieve community outreach objectives while making a tangible difference to the environment. EcoMedia accomplishes this
by helping clients dedicate a portion of their ad buys to help
fund energy efficiency retrofits and on-site solar and renewable energy in public buildings and schools, tree plantings and
watershed clean-up projects across the nation.
EcoMedia helped Miami’s City Hall install solar panels on its rooftop.
Simon & Schuster
Simon & Schuster is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and
nonfiction for consumers of all ages, across all printed, electronic, and audio formats. Its divisions include Simon & Schuster
Adult Publishing, Simon & Schuster Children’s Publishing,
Simon & Schuster Audio, Simon & Schuster Digital, and international companies in Australia, Canada and the United Kingdom.
Its ebook library also includes nearly 8,000 titles.
CBS Interactive
With more than 200 million people visiting its properties each
month, CBS Interactive is a top 10 Web property globally and a
top five Web property in the U.S. in terms of unique video viewers. Its portfolio of leading brands, which include CNET, CBS.
com, CBSSports.com, GameSpot, TV.com, BNET and Last.fm,
span popular categories like technology, entertainment, music,
sports, news and business.
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the cbs
television network
has long used its
public airwaves for the
common good
CBS Television
Network
SECTION
02
Since it was founded more than 75 years ago, the CBS Television
Network has long used its public airwaves for the common good, from
broadcasting public service announcements to incorporating socially
responsible messages into its programming.
Additionally, the Network has championed diversity in front of and behind the camera, and remains committed
to making sure its on-air broadcasts reflect the people who are watching. The Network, with its 200-plus affiliates
across the country, is seen by more than 100 million viewers every month, with an audience profile that spans
every age, income and ethnicity: CBS has used that reach to help educate, inform and entertain its audiences.
As part of this commitment, CBS has championed two respected and established programs designed to foster
those initiatives: CBS Cares, which serves as the in-house public service arm of the CBS Television Network,
and CBS Diversity, which spearheads the company’s drive to create equal opportunity for all.
CBS Cares
At the heart of CBS’ public service commitment is the CBS
Cares campaign, consisting of PSAs created by CBS and featuring talent from a wide array of programming. Its campaigns
are supervised by the Network’s Program Practices department, which remains focused on core causes to which CBS
has long-standing commitments while also continuing to tackle
under-served, stigmatized causes where the resources and
talents within CBS can make a difference. With Network PSAs
as its fulcrum, CBS Cares has grown into a multimedia project
involving many areas and talents at CBS: Entertainment, News,
Sports, Digital Media, Radio, Communications and Marketing,
CBS Outdoor and CBS Human Resources.
Launched in 2000, CBS Cares has won multiple awards since
its founding, including consecutive CINE Golden Eagle Awards
in 2009 for projects that used humor to reinforce serious health
messages.
CBS Cares Highlights
•NAACP 100th Anniversary PSAs: CBS Cares co-wrote with
the NAACP and produced a series of PSAs featuring Hill
Harper of “CSI: NY” honoring the 100th anniversary of the
NAACP and its proud history of achievements.
•Heritage Months: CBS Cares created and produced PSAs to
honor Black History Month, Asian-American Pacific Heritage
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Hill Harper, star of CBS’s CSI:
NY, appeared in CBS Cares’
series of PSAs developed in
partnership with the NAACP
to honor the 100th anniversary of the organization and its
achievements.
Month, Hispanic Heritage Month and Native American Heritage Month. These PSAs featured CBS talent paying tribute
to generations of diverse Americans who have enriched
the country’s history and urged viewers to celebrate these
important commemorative months.
•In 2009, CBS Cares partnered with the NIH’s National
Cancer Institute and Weill Cornell Medical College to launch
the CBS Cares Colonoscopy Sweepstakes – believed to be
the first-ever broadcast health sweepstakes. The grand prize
consisted of free air travel to New York City, accommodations
in a luxury hotel followed by a colonoscopy. The PSAs won
the prestigious CINE Golden Eagle Award.
•The NIH has declared osteoporosis to be a “public health
crisis” because 50 percent of women and 25 percent of men
will have an osteoporosis-related fracture. While usually preventable, the subject has been neglected because it is not
a glamorous topic. In anticipation of the 2009 Tony Awards,
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CBS Cares used the opportunity to launch a PSA campaign
about osteoporosis in partnership with the Broadway musical HAIR.
•Building on the success of the CINE Golden Eagle winning
prostate cancer/holiday campaign, CBS Cares initiated a
partnership with the Massachusetts General Hospital/Harvard Medical School to create the first Network PSAs on pap
smears, a screening used to detect cervical cancer. These
PSAs were described by the head of gynecology at MGH/
Harvard Medical School as “one of the most audacious
and courageous PSA campaigns ever done by a television
network.” The PSAs generated considerable feedback on the
Internet and competitive media, further boosting awareness
of this health issue.
•In 2009, CBS Cares teamed up with CBS Sports, the NFL
and MGH/Harvard Medical School to create a series of PSAs
in which NFL quarterback Mark Sanchez addresses women
on the subject of heart disease – the leading cause of death
in women. To connect more effectively with its intended audience, the PSAs featured the actual sound of Sanchez’s heartbeat recorded on the cutting edge digital stethoscope. The
PSAs end with the CBS Eye pulsing in rhythm with Sanchez’s
heartbeat. One of these PSAs aired in Super Bowl XLIV.
•EIF/iParticipate PSAs: CBS talent from a multitude of primetime shows recorded messages promoting the Entertainment
Industry Foundation’s iParticipate initiative, which sought to
inspire volunteerism across the country. Viewers were urged
to visit iParticipate.org, where they could find volunteer opportunities in their communities focusing on critical areas of
service, including children and education, community health
and wellness, financial security, environmental conservation
and support for veterans/military families.
•Other 2009 CBS Cares’ PSAs of note include a special
organ donation PSA done in collaboration with Donate Life
America; a message honoring Veteran’s Day featuring Dan
Marino of CBS Sports; and a PSA for BikeMS.org, recorded
with Phil Keoghan of THE AMAZING RACE that raised awareness of Multiple Sclerosis and urged viewers to participate
in this nationwide fundraising event for the National Multiple
Sclerosis Society.
•During CBS’s broadcast of Super Bowl XLIV, which was
watched by a record-breaking 106 million viewers, CBS
aired a series of PSA’s, whose topics ranhed from earth
quake relief for Haiti featuring NCIS: LOS ANGELES star
LL Cool J, AIDS prevention, and a message from CSI: NY
star Gary Sinise encouraging viewers to remember the
troops aboard.
•In response to the devastating 2010 earthquakes in Haiti
and Chile, CBS Cares produced special Red Cross disaster
relief PSAs encouraging viewers to donate to the Red Cross
to help the victims of these natural disasters.
•As part of 2010 National Colorectal Cancer Awareness
Month, CBS Cares initiated and co-wrote “The Colonoscopy
Song” with renowned folk singer and social activist Peter
Yarrow of Peter, Paul & Mary. The song is a lighthearted track
and video that marries humor with serious content to convey
that Yarrow’s colonoscopy turned up a polyp that could have
killed him. The song premiered on THE EARLY SHOW and
the PSA versions debuted in 60 MINUTES. “The Colonoscopy
Song” was released by CBS Records and all proceeds from
its sale on iTunes will be donated to Katie Couric’s National
Colorectal Cancer Research Alliance. In addition to airing in
primetime and other dayparts, the song was played or performed on nearly 3,000 radio stations and digital radio stations, as well as many competitive outlets. The song was also
promoted on highway signs by CBS Outdoor and inspired a
hip hop song on colonoscopies created by 94.1 WLLD-FM in
Florida.
•In 2010, CBS Cares and the MGH/Harvard Medical School
partnered to create a fictitious, eccentric doctor to educate
viewers on subjects that affect the health of millions of Americans. The doctor was given a fictitious bio posted on the CBS
Cares Web site (with appropriate disclosures). The first PSA
featuring this character aired on 60 MINUTES and tackles
prostate cancer screenings. It refers viewers to the CBS Cares
Web site (CBScares.com) where they can find an essay on
prostate screenings by a leading Urologist/Oncologist at MGH.
This essay helps to clarify confusion about the importance of
prostate screenings in light of recent studies.
At a victory celebration for the Mother’s Act hosted by U.S.
Senator Menendez in May 2010, a leading women’s health organization (Postpartum Support International) cited CBS Cares
as the first network campaign to tackle the stigma of postpartum depression. The CBS Cares campaign is viewed by PPSI as
having been a significant factor in creating national awareness
and consensus on this important health issue.
CBS Diversity
CBS Corporation and its divisions are committed to fostering
an environment that celebrates and encourages differences in
people, ideas, beliefs and cultural backgrounds. This environment generates a positive influence on business conduct and
9
on the programs, products and services CBS delivers to the
communities it serves and society as a whole.
This commitment enables it to attract and retain employees with
the talent, creativity and innovative skills necessary to enhance
its position as the industry leader and to deliver the financial
performance its stockholders deserve. Both internally and
externally, CBS continues its efforts to create a workplace that
accurately reflects the composition of the American people and
offers the same hopes, dreams and opportunities to all.
Recognizing the responsibility that comes with its nationwide
reach of network programming and local television stations,
CBS continues at the forefront of making diversity a reality
through comprehensive outreach in the form of workshops,
talent showcases and internships. These are designed to bring
people of color into all aspects of the creative process and to
create access and opportunities.
“CBS has been on the forefront of making diversity a reality
through a wide array of initiatives targeted to talent in front of
and behind the camera as well as outreach to diverse vendors
and professional service suppliers,” says Josie Thomas, Senior
Vice President and Chief Diversity Officer, CBS Corporation.
“In realizing this important goal, CBS has forged important
partnerships with many diverse organizations. Diversity is best
achieved through a collaborative spirit.”
CBS Diversity Institute
In realizing this important goal, CBS has partnered with many
organizations throughout the industry for talent showcases,
networking events and outreach efforts. The Network’s ongoing
talent showcases are part of the CBS Diversity Institute, a comprehensive program designed to identify and develop diversity
within the writing, directing and talent communities.
The institute has five components designed to provide program
participants with access to the decision-making process in network television in front of and behind the camera. Each of these
elements offer a unique approach to professional relationshipbuilding and career development in Hollywood.
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1. Talent Showcases: These professionally mounted showcases
have proven to be an effective way to spotlight emerging talent, and have become recognized around Hollywood as the
doorway for many to professional success. The showcases are
rigorously juried by CBS Casting and are attended by seniorlevel CBS Entertainment executives as well as show runners,
casting directors and talent agents.
2. Writers Mentoring Program: Designed to open doors and
provide access for emerging diverse writers (with a focus on
writers of color) to network executives and highly placed series
producers, the Writer’s Mentoring Program, has graduated 40
participants since it was first started, 19 of whom have gone on
to establish successful careers in television. Launched in August
2003, the program is a structured form of support whose goal is
to prepare writers for meaningful employment in television.
3. Directing Initiative: This initiative creates professional on-set
observing opportunities for aspiring directors of diverse
backgrounds. The program matches participants with CBS
primetime directors who mentor them through the preparation, production and post-production to the final cut. The CBS
directors are active participants in choosing who they mentor
through screening applicants’ work and personal interviews.
The duration of the shadowing experience depends upon
shooting schedules and availability.
4. Writers Career Workshops: These intensive workshops give
emerging diverse writers a step-by-step structure for identifying and locating the industry professionals who can aid their
careers. Instruction is given on how to set meetings, prepare
and follow up. An exercise in effectively marketing oneself in 60
seconds is included.
5. Actors Career Workshops: These workshops are designed to
help actors hone the skills they need to get auditions and land
roles, including scene work critiqued by CBS casting directors,
who also work with participants on headshots and offer practical advice. Throughout 2009 CBS conducted multiple workshops with organizations as varied as Los Angeles City College
in Los Angeles, East West Players in Los Angeles, the Robey
CBS Writers Mentoring Program,
a component of the CBS Diversity
Institute, held a reception for its
seventh group of emerging writers
of color on Jan. 14 attended by
Nina Tassler, CBS Entertainment
President (C) and Josie Thomas,
CBS Senior Vice President & Chief
Diversity Officer (2nd from left).
Theatre Company in Los Angeles, CAPE in Los Angeles and
also multiple workshops in Washington, D.C. and New York.
•On April 1, CBS held an Actors Workshop with the American Indian National Center for Television and Film.
Among the workshops held in 2009:
•On January 21, CBS held its 4th annual Multicultural Sketch
Comedy Showcase.
•On May 2, CBS was a sponsor and provided information
about the Diversity Initiatives for the Visual Communications’
film festival.
•On February 3, CBS conducted a workshop for actors with
Coalition of Asian American Professionals in Entertainment
(CAPE).
•On August 26-27, CBS held Actors Workshops in New York
with CBS Casting Vice President Fern Orenstein, who provided her professional assessment.
•On February 10, CBS held an Actors Workshop at
Los Angeles City College (LACC). CBS is expanding outreach to LACC’s theatre program and tying into their photography and make-up artists program as well.
•On September 15, CBS conducted an Actors’ Workshop in
Washington, D.C. for the NHFA (National Hispanic Foundations for the Arts).
•On March 9, CBS held an actors career day workshop with
East West Players.
•On March 25, CBS held an Actors Workshop for the Robey
Theatre Company.
Diversity Initiatives
In February 2009, CBS unveiled a completely new approach to
creating opportunities for actors of color in daytime television.
Inspired by CBS’s mandate to create “points of entry” for people
of all backgrounds, the network worked to create for actors of
color a path into the highly rated CBS dramas THE BOLD AND
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THE BEAUTIFUL and THE YOUNG AND THE RESTLESS. CBS
Casting executives pre-screened 600 actors and then sent 126 to
the casting directors of both soap operas.
The CBS Strategic Sourcing team, which works to increase opportunities for diverse suppliers to compete for CBS business
is an important component of the Company’s overall commitment to diversity. Recent accomplishments include diverse
suppliers successfully winning enterprise-wide business in the
areas of Promotional Items and Print & Stationery requirements.
In addition, Strategic Sourcing has recently launched a Web site
that includes a page dedicated to Supplier Diversity. The site
also includes information related to Strategic Sourcing, Supplier
Diversity and CBS Travel.
CBS Diversity Highlights
•NAACP and CBS Television continued a Multicultural
Fellowship that launches careers in television writing. In a
partnership designed to increase, support and educate new
voices within the television industry, the NAACP and CBS
joined to form the NAACP/CBS Fellowship at the USC School
of Cinematic Arts in Los Angeles.
•CBS was honored at the 6th Annual Los Angeles Red Nation
Film Festival, receiving the “Best Network” award for insight
and work toward advancing American Indians within the
entertainment industry.
•CBS accepted the “Chairman’s Award” from the National
Japanese American Memorial Foundation at an exclusive
dinner in Washington, D.C., on April 17, 2009. The award is
in honor of an episode of COLD CASE titled “Family 8108,”
which explored life in an internment camp in California during World War II.
• CBS talent helped celebrate heritage months with specialized Public Service Announcements broadcast throughout
the year:
•African-American Heritage Month – Dennis Haysbert (THE
UNIT), Hill Harper (CSI: NY), Sophina Brown (NUMB3RS),
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Regina Taylor (THE UNIT) and Alimi Ballard (NUMB3RS).
•Asian/Pacific American Heritage Month – Julie Chen (THE
EARLY SHOW, BIG BROTHER), Tim Kang (THE MENTALIST),
Navi Rawat (NUMB3RS), Aya Sumika (NUMB3RS) and Kunal
Nayar (THE BIG BANG THEORY).
•Hispanic Heritage Month – Danny Pino (COLD CASE), Eva
La Rue (CSI: MIAMI) Michael Irby (THE UNIT) and Adam
Rodriguez (CSI: MIAMI).
•American Indian Heritage Month – Hattie Kauffman (News
Correspondent).
CBS Diversity Sponsorships
•CBS is a sponsor of the Visual Communications Asian
Pacific Film Festival, whose mission is to promote intercultural
understanding through the creation, presentation, preservation and support of media works by and about Asian-Pacific
Americans.
•On February 20, 2009, CBS was a sponsor at the NHMC
(National Hispanic Media Coalition) Impact Awards Gala.
•On April 17, 2009, CBS attended the NJAMF (National Japanese American Memorial Foundation) Gala as a sponsor and
award recipient.
•On April 17-19, 2009, CBS participated in the NALIP (National Association of Latino Independent Producers) Conference as sponsors and conducted actor workshops.
•On May 14, 2009, CBS served as a sponsor of the Howard
University Breakfast to launch the Center for Excellence in
Advertising (CEA) at Howard University.
•On May 19, 2009, CBS served as a sponsor of the APAICS
Gala (Asian-Pacific American Institute for Congressional
Studies).
•On May 21, 2009, CBS VP Diversity & Communications,
CBS Diversity hosted the 2nd annual
Writers Guild of America, West Reading & Reception on Jan. 19 at the CBS
Broadcast Center in Studio City. (Kim
Myers, Director of Diversity, WGA West
(bottom row, left) is pictured with WGA
Women’s Committee Participants).
Tiffany N. Smith-Anoa’i served as a guest speaker at the 5th
Annual OC/PRSA Diversity Conference.
•On September 2, 2009 and October 7, 2009 CBS hosted
table reads for “Heights Entertainment,” a New York Latino
production group.
•On June 4, 2009, CBS participated on the “Women for
Hire” Panel. Founded in 1999, Women For Hire offers signature career expos, inspiring speeches and seminars, a
popular career-focused magazine and customized marketing programs.
•On June 15, 2009, CBS Corporation was the host of the
Emma L. Bowen Foundation for Minority Interests’ annual
“Corporate Partner Day” at Fordham University. The event
provided CBS, a founding corporate partner of the Foundation, with the opportunity to showcase its long-standing
involvement and commitment to the Emma Bowen organization, which is marking its 20th anniversary this year. In his
keynote address to 300 Emma Bowen interns, CBS Corporation President and CEO Leslie Moonves re-affirmed CBS’s
commitment to ensuring that minorities are a big part of
its future.
•On July 13-16, 2009, CBS participated at the NAACP Centennial Convention and Job Fair.
•On July 16, 2009, CBS participated at the NAACP Spingarn
Dinner where President Obama was the Keynote Speaker.
Josie Thomas, CBS’s Senior Vice President of Diversity, is
on the NAACP Centennial Task Force and a member of the
Spingarn Committee.
•On September 24, 2009, CBS sponsored the NHMC (National Hispanic Media Coalition) Impact Awards Luncheon
celebrating 23 years of opening doors for Latinos in Media.
•CBS sponsored the 3rd Annual “Jackie Robinson Jazz on
the Grass” event in September 2009. The Jackie Robinson
13
Foundation (JRF) has a 36-year history in providing financial
support and mentorship to aspiring students of color.
•In November 2009, CBS sponsored the American Indian
Film Festival, which provides opportunity and a national
venue for emerging and established filmmakers, entertainers
and performing artists to convene, renew their artistic spirit
and share their gifts.
CBS Programming
Recognizing its role as a public broadcaster, CBS has long used
its airwaves for the common good, providing its viewers with a
mix of relevant and timely news coverage, public service messages and entertainment programming that appeal to audiences of all backgrounds and which strive to incorporate socially
responsible and educational messages into storylines.
•The 2009 CBS drama THREE RIVERS centered on a transplant hospital in Pittsburgh, and its storylines inspired an outreach of organ donation across the country. According to the
Donate Life organization, which seeks to increase the number
of Americans registering as organ and tissue donors, four
families referenced the CBS series as inspiration in donating
organs and corneas. Two people gained eyesight as a result,
and 10 people’s lives were prolonged due to the donations.
•LIVE FOR THE MOMENT (Jan. 2010) – Jeff Probst of CBS’s
SURVIVOR created, co-executive produced (with Mark
Burnett) and hosted this special hour-long program aimed
at inspiring people to live every day to its fullest. The show
focused on Roger Childs, a man diagnosed with ALS. Along
with his family and friends, Childs embarked on a series of
adventures, creating memories and sharing powerful life lessons. LIVE FOR THE MOMENT also helped raise awareness
of ALS and directly partnered with the ALS Association and
the ALS Therapy Development Institute.
•THE 11TH ANNUAL A HOME FOR THE HOLIDAYS WITH
FAITH HILL (Dec. 23, 2009) special continued to share inspiring stories about adoption by the industry’s biggest celebrities. Last year’s broadcast included performances by five-
14
time Grammy Award-winner Hill, Grammy Award-winning
singer Mary J. Blige, musician and featured adoptee Michael
Franti, Grammy and ACM Award-winning country superstar
Reba McEntire, Grammy Award-winning Latin pop singer
Shakira and Grammy winner and reigning ACM Entertainer
of the Year Carrie Underwood, among others. Following the
success of the past 10 shows, the special continues to tell
touching stories about foster care adoption. The inspirational
stories of these American families are enhanced by performances from some of today’s most popular artists.
•45th ANNUAL ACM AWARDS (April 18, 2010) – Toby Keith
and ACM Lifting Lives partnered at the ACMs for Keith’s performance of “Cryin’ For Me (Wayman’s Song)” in support of
Stand Up To Cancer. Keith performed the song in memory of
his friend and fellow musician, Wayman Tisdale, who died last
year from cancer. Fans were able to order the performance
from iTunes and download the audio of Keith’s performance
following the show. All proceeds went to benefit Stand Up
To Cancer.
•THE COURAGEOUS HEART OF IRENA SENDLER (April
19), a “Hallmark Hall of Fame” presentation, starred Academy Award and Golden Globe Award-winner Anna Paquin
(“The Piano,” “True Blood”) as Nobel Peace Prize nominee
Irena Sendler, who is credited with saving the lives of 2,500
Jewish children during World War II.
•A DOG NAMED CHRISTMAS (Nov. 29, 2009), a “Hallmark
Hall of Fame” presentation, told the tale of a developmentally
challenged young man with a penchant for caring for animals
in need who sets out to convince his family — and their
whole community — to participate in a local shelter’s inaugural “Adopt a Dog for Christmas Program.” The movie teamed
up with Petfinder to start the real-life campaign “Foster a
Lonely Pet for the Holidays.”
•WHEN LOVE IS NOT ENOUGH: THE LOIS WILSON
STORY (April 25, 2010) was a “Hallmark Hall of Fame” presentation starring Golden Globe Award-winner and two-time
Academy Award-nominee Winona Ryder based on the true
story of the enduring but troubled love between Lois Wilson
(Ryder), co-founder of Al-Anon, and her alcoholic husband
Bill Wilson (Pepper), co-founder of Alcoholics Anonymous.
•UNDERCOVER BOSS - “Waste Management” (Feb. 7, 2010)
- The premiere episode of the CBS reality series followed
Larry O’Donnell, the president and Chief Operating Officer
of Waste Management, as he worked alongside his employees at one of their recycling plants. Additionally, O’Donnell
instituted a company-wide health and wellness program
for his employees with the assistance of one of the show’s
featured employees.
•UNDERCOVER BOSS – “White Castle” (Feb. 28, 2010) –
Dave Rife, the owner of White Castle, went undercover in and
winded up instituting a company-wide program to promote
health and wellness for his employees.
•CSI - “The Lost Girls” (Nov. 12, 2009) – In a crossover with
CSI: MIAMI and CSI: NY, the investigators uncovered an
underground prostitution ring spanning from New York to
Miami, bringing to light the issue of human trafficking.
•CSI - “Coup de Grace” (Oct. 15, 2009) – The show delved
into racial profiling with the story of a policeman killing
another officer, and the investigation to see if it was premeditated or an accident.
•COLD CASE - “Stealing Home” (April 12, 2009) – The
detectives looked into the murder of a former Cuban baseball star who escaped to the United States to provide for his
family after the Cuban government fired him for talking to a
U.S. sports agent. The episode depicted the lives of Cuban
refugees, and the struggles and sacrifices they make to
come to the U.S. illegally.
Larry O’Donnell, the President and C.O.O. of Waste Management, worked
alongside his employees at one of their recycling plants during the premiere
episode of CBS’s hit new reality show, UNDERCOVER BOSS.
•NCIS - “Double Identity” (March 9, 2010) - While helping
the NCIS team investigate a slain Marine’s double life, forensic scientist Abby Sciuto agrees to help fill in as a volunteer
puppy raiser for the Guide Dogs Of America. Abby helps to
provide a young Golden Retriever obedience training and
15
socialization skills so he can begin formal training to become
a seeing-eye dog for the blind.
campaign he’s spearheading with his Tony Blair Faith Foundation on the Sept, 8, 2009, broadcast.
•NCIS - “Borderland” (May 11, 2010) - Abby again uses her
skills both on and off the job for “Save The Children,” when
she provides private voice-over IP phone calls; “Habitat
For Humanity,” where she helps supply them with database
information and “Doctors Without Borders,” to which she
sends a case of pipettes every week.
•LATE SHOW WITH DAVID LETTERMAN featured chef
Jamie Oliver discussing the problem of obesity in America
and his effort to revamp menus in schools nationwide on its
March 23, 2010 broadcast. The show provided a link to an
online petition Oliver created to improve food in America’s
school cafeterias.
•HOW I MET YOUR MOTHER – “Last Cigarette Ever” (Dec.
14, 2009) – The gang tries to quit smoking, aided by the
voice of Harvey Fierstein (“Hairspray), who guest starred as
Lily’s “smoking voice.”
CBS Talent Contributions
•In October 2009, Pauley Perrette (NCIS), Michael Weatherly
(NCIS), Barrett Foa (NCIS: LA), Jim Parsons (Big Bang Theory) and Johnny Galecki (Big Bang Theory) all performed a
reading of “Laramie Project: Ten Years Later” to benefit the
Matthew Shepard Foundation.
•THE YOUNG AND THE RESTLESS – The top-rated daytime
drama featured a dramatic message about organ donation
when one of its major characters, Victor Newman, was shot in
the chest; he received the heart of Colleen Carlton, a young
woman who had drowned and was pronounced brain dead.
The series aired PSAs about organ donations to coincide
with the storyline.
•LATE SHOW WITH DAVID LETTERMAN and Worldwide
Pants Incorporated helped in the Haitian Earthquake relief
efforts by working with the World Food Programme to assist
with donations, with a special donation site the show created
at www.wfp.org/lateshow/; additionally, WFP spokesperson
Bettina Luescher visited the broadcast to discuss the mission
of the World Food Programme and talk about their relief projects in Haiti on the LATE SHOW WITH DAVID LETTERMAN
Jan. 19, 2010.
•LATE SHOW WITH DAVID LETTERMAN announcer Alan
Kalter assisted with colon cancer awareness by providing
the introduction for Peter Yarrow’s “Colonoscopy Song,” and
recording a CBS Cares PSA about colon cancer awareness
and the importance of colonoscopies.
•LATE SHOW WITH DAVID LETTERMAN featured former
British Prime Minister Tony Blair discussing the anti-malaria
16
•SURVIVOR host Jeff Probst is the founder of “The Serpentine
Project,” a non-profit charity that helps empower youth transitioning out of foster care to reach for their dreams by opening
the door to possibilities. Through personalized mentorship, life
skills training, job shadowing and financial support, the organization’s goal is to create capable and confident young adults
who see themselves as their most valuable asset. Probst helps
support the charity by auctioning off props from Survivor, raising more than $90,000 every year. Over the past few seasons,
SURVIVOR has also held charity signings for the Elizabeth
Glazer Pediatric Aids Foundation as well as Operation Smile.
•Probst filmed an American Red Cross PSA urging viewers
to get involved and help donate to the tsunami relief effort in
Samoa, where the two most recent seasons of the show had
been filmed. The series also organized two clothing/supplies
drives which resulted in more than 30 large boxes (2,000
lbs.) of aid, per drive, being sent to the people of Samoa.
•THE AMAZING RACE host Phil Keoghan partnered with the
MS Society in conducting a bike ride across America, where
he attended fundraisers, meet and greets and rallies staged
by local chapters. The 40-day ride raised more than $500,000
for the MS Society.
•CSI’s Marg Helgenberger hosted the Revlon and EIF Run/
Walk for Women in Los Angeles, which raised funds for
women with breast and ovarian cancer on May 8, 2010.
•CRIMINAL MINDS’ Shemar Moore led his castmates in the
2009 Southern California Bike MS Ride.
•CSI: NY’s Melina Kanakaredes is involved with the
Children’s Affected by AIDS Foundation.
•NCIS’ Cote de Pablo did a PSA for the Chilean Earthquake.
•CSI’s Robert David Hall was one of the honored guests who
joined President Barack Obama in celebrating the 19th anniversary of the Americans with Disabilities Act, the landmark
civil rights legislation. Hall, a community activist and one of
the most prominent disabled actors working today, joined the
president at the White House for the event.
•THE MENTALIST’s Simon Baker is a supporter of the surfing charity Life Rolls On, a division of the Christopher & Dana
Reeve Foundation dedicated to improving the quality of life
for young people affected by spinal cord injury.
•CSI: NY star Hill Harper is the founder of MANifest Your
Destiny, a non-profit organization dedicated to empowering,
encouraging and inspiring youth to succeed. They provide
young men and women with nurturing support systems, resources, encouragement and guidance through mentorship,
scholarship and grant programs.
•CSI: NY’s Gary Sinise performs with the Lt. Dan Band
for troops around the world. He is also the co-founder of Operation International Children, which helps coalition troops
bring school supplies to children all over the world.
17
FOCUS CBS’s coverage of Haiti’s earthquake and its
devastating aftermath included news and hope for
recovery efforts
(Left) On Jan. 22, CBS and
SHOWTIME aired George Clooney’s
two-hour “Hope for Haiti Now”
telethon (Bottom) featuring a pa-
landov
rade of stars, that included CBS’s
LL COOL J (right) and Neil Patrick
Harris (left).
On January 22, CBS and SHOWTIME joined more than a dozen
other networks in airing the “Hope for Haiti Now” telethon during
primetime hours, helping the effort raise more than $50 million in
aid for victims of the disaster.
The telethon was just one example of how CBS responded to the
crisis. From the moment the earthquake struck, CBS mounted
comprehensive, multi-platform coverage, devoting the majority
of their airtime to the crisis, the rescue and the humanitarian
landov
efforts.
Leading the reporting on the ground was CBS EVENING NEWS
Anchor and Managing Editor Katie Couric, along with CBS News’
Jeff Glor, Kelly Cobiella, Byron Pitts, Dr. Jennifer Ashton and
18
“Hope for Haiti Now” brought together artists from all genres to help raise
money for the many victims of the tragedy.
Weather Anchor Dave Price, as well as others. Providing key coverage on the station front were Rob Morrison from WCBS-TV New
York, Ted Scouten from WFOR-TV Miami and Steve Pickett from
KTVT/KTXA Dallas, along with CBS RADIO stations, including
WCBS-AM and 1010WINS New York, KNX Los Angeles, WBBM
Chicago and KYW Newsradio Philadelphia. In addition, CBSNews.
com was an important conduit for information on the Internet.
Under the CBS Cares banner and through CBS Sports announcer
drop-ins, the CBS Television Network ran public service announcements urging audiences to contribute to the Red Cross
Disaster Relief Fund. In addition, the Network ran a PSA featuring
first lady Michelle Obama sponsored by The Ad Council. Local TV,
radio, interactive and outdoor platforms also contributed to the effort, and Simon & Schuster’s Pimsleur language program offered
free downloads of their Haitian Creole program.
CBS also matched $125,000 of employee contributions, helping raise more $250,000 to help those affected by this disaster.
CBS’s contribution was made to the American Red Cross.
19
CBS Sports
SECTION
03
A year-round leader in television sports, CBS Sports broadcasts an
unmatched portfolio of events on the CBS Television Network; however,
the department’s work stretches far beyond providing entertaining and
in-depth coverage of America’s favorite sports.
It is also a leader in community outreach efforts with analysts and correspondents who are great supporters
of the communities that see their broadcasts. CBS Sports proudly completed its 50th year broadcasting the
National Football League, including the regular-season schedule of American Football Conference games,
as well as the most-watched show in television history, Super Bowl XLIV, and the Network’s pre-game show,
THE NFL TODAY.
Among the popular and prestigious events CBS Sports also airs are college basketball, including regularseason games and the NCAA Men’s Division I Basketball Championship; the most comprehensive golf lineup
on network television, including the Masters® and PGA Championship; the U.S. Open Tennis Championships; SEC ON CBS college football; CBS SPORTS SPECTACULAR, including auto racing, horse racing, skiing,
track & field, gymnastics and NCAA championships. In addition, the division directs the CBS College Sports
Network, a 24-hour national cable network; produces INSIDE THE NFL for Showtime; and partners with CBS
Sports.com in creating a recognized leader among sports Internet destinations.
CBS Sports Highlights
•CBS Sports’ NFL pre-game show THE NFL TODAY hosted
hundreds of guests who made donations to numerous local
and national charities, including the Boomer Esiason Foundation to fight cystic fibrosis; the Dan Marino Foundation benefiting autism research; the V Foundation benefiting cancer
charities; the CJ Foundation for SIDS (Sudden Infant Death
Syndrome); the United Way; Make-A-Wish Foundation; the
March of Dimes; American Cancer Society; the Arthur Ashe
Foundation; the Kidney Association; the Bone Marrow Foundation; the Three Amigos benefiting research for Alzheimer’s
Disease; the National Niemann Pick Disease Foundation;
Special Olympics DC; the Fire Department of New York; the
Police Department of New York; and numerous area schools.
21
CBS Sports’ lead college basketball
announce team of Jim Nantz and Clark
Kellogg are flanked by members of the
Boys & Girls Clubs of America from
Indianapolis-area high schools for a
special “Final Four Experience.”
•The CBS Sports Communications Department, along with
the NCAA Division I Men’s Basketball Championship Communications Committee, continued a new tradition started last
year by volunteering at a local community center in the city
hosting the NCAA Men’s Division I Basketball Championship
Final Four. This year the group volunteered at the Shepherd
Community Center in Indianapolis.
•CBS Sports personalities hosted and chaired numerous
national and local events around the country, including the
Saint Jude’s Children’s Hospital Summerall Awards; the
V Foundation Dinner; the New York Athletic Club’s AllSports Dinner; Alzheimer’s Association; the National Autism
Foundation Dinner; the United Jewish Appeal Dinner; the
NFL Players Gala; the American Lung Association; National
Boys & Girls Club of America Celebration Dinner; Christian
Sports Ministries of Athletes in Action (AIA); Joe Girardi’s
“Catch 25” Foundation for Alzheimer’s Disease; Peyton Manning’s Children’s Hospital Gala; and the Gladney Cup.
22
•CBS Sports, in partnership with the Boys & Girls Clubs
of America, sponsored 10 Indianapolis-area minority high
school students on a special “Final Four Experience” at
this year’s Final Four in Indianapolis. The students met CBS
Sports’ Jim Nantz and Clark Kellogg, talked with CBS executives, including News and Sports President Sean McManus,
visited the production trucks and watched the Final Four
teams’ practices. The “Experience” focused on the importance of attending college and provided insight into the business side of sports broadcasting.
•James Brown, host of THE NFL TODAY annually teams up
with the NFL Players Association to host the NFL PLAYERS
Gala featuring the “JB Awards.” The gala recognizes NFL
players for their civic leadership and individual contributions
to their communities and is the biggest annual benefit for
Special Olympics DC.
•CBS Sports golf analyst David Feherty devotes himself to
the “Troops First Foundation” on behalf of military personnel.
The event features events for wounded soldiers from Special
Forces, Green Berets and other divisions of the armed forces.
Ongoing Commitments
•CBS Sports sponsors the efforts of the Women’s Sports
Foundation, which provides opportunities and funding for
girls to participate in athletics. CBS Sports also sponsors
WISE (Women in Sports and Events), an organization of volunteers offering women a forum for networking and building
contacts through exposure to industry leaders and career
counseling.
•Along with creating and running their own foundations for
various causes, other CBS Sports personalities and executives sit on national and local boards, serve as spokespeople, and are involved with various charities including:
•American Lung Association
•American Red Cross
•Autism Awareness
•Battered Women of Broward County
•CBS News and Sports President Sean McManus chairs
the March of Dimes Sports Luncheon at the Waldorf Astoria
in New York. The event annually raises more than $700,000
by tapping the talents and generosity of New York’s sports
community.
•“Be A Star” Foundation
•Bravekids.org (chronic, life-threatening illnesses)
•Alan T. Brown Foundation to Cure Paralysis
•Boomer Esiason participates in Samsung’s “Four Season’s
of Hope” whereby each Samsung television sold gives
money back to the Boomer Esiason Foundation. Since its
beginning in 1993, the foundation has raised more than $80
million in its fight against cystic fibrosis.
•“Camp Dream Street” (summer camp for special needs
individuals)
•Celiac Disease (chronic life-threatening illness)
•Despite being a Pro Football Hall of Fame quarterback and
analyst for THE NFL TODAY, Dan Marino is equally recognized as the driving force of the Dan Marino Foundation,
which has raised more than $28 million for children, teens
and young adults with special needs, including autism, teens
exiting foster care and youth at risk.
•“Champions for Children” (Council for Unity – disadvantaged youth)
• Jim Nantz and Lesley Visser donate time and appearances
to the National Bone Marrow Foundation through the effort of
CBS Sports lead director Bob Fishman.
•Colon Cancer Alliance
•CBS Sports honors scholar athletes in numerous television features and PSAs, as well as through Dick Enberg’s
annual “Academic All-America” program, which recognizes
the academic and athletic achievements of more than 700
student-athletes each year.
•Foundation for Diabetes Research
•Children’s Flight of Hope
•Children’s Hospital of Pittsburgh Foundation
•“Derek’s Dream” – Ataxia Telangiectasia (A-T)
•Els for Autism
•Fellowship of Christian Athletes (FCA)
23
•“The First Tee” (PGA TOUR initiative teaching sport of golf)
•Queen City Foundation in Cincinnati
•Guiding Eyes for the Blind
•Ronald McDonald House
•Habitat for Humanity
•St. Joseph’s Children’s Hospital
•H.E.A.L. (Healing Every Autistic Life) Foundation “Project Chance” (dog training for autistic children)
•St. Jude’s Children’s Hospitals
•“Second Harvest Food Bank of Orange County (Calif.)”
•“Hearts and Hope”
•“Sisters Starry Nights”
•“Hire Heroes USA”
•Stater Brothers Charities/Dave Stockton Heroes Challenge
•Huntington’s Disease Society of America
•The United Way
•Juvenile Diabetes Research Foundation
•Valerie Fund
•“A Kid Again” Foundation (activities for seriously ill children
and families)
•Volunteers of America
•Kiwanis Club
•YMCA
•Matthew Larson “IronMatt” Foundation (pediatric brain
cancer)
•Lesley Visser is on the Board of Directors of the V Foundation for cancer research.
•“Lavish Lunch” (seniors programs)
•Dan Dierdorf has sat on the Boards of some of St. Louis’
most prominent organizations for more than 20 years, including Cardinal Glennon Children’s Hospital and the Cystic
Fibrosis Foundation.
•March of Dimes
•Meals on Wheels
•Mt. Sinai Center for Juvenile Diabetes
•Jack Nicklaus Children’s Hospital
•Payne Stewart Memorial at Kids Across America
•Place of Hope
•The Players Outreach Ministry
24
FOCUS CBS Sports’ Bill Cowher helps launch new
tradition with the inaugural “NFL-USO Coaches Tour”
in Persian Gulf
CBS Sports NFL TODAY analyst and former head coach of the
Pittsburgh Steelers Bill Cowher was a part of launching a new tradition in 2009 as he joined five current and former NFL coaches
in the inaugural “NFL-USO Coaches Tour.”
Cowher, who coached the Steelers for 15 seasons, including a
Super Bowl championship in 2005, joined New York Giants head
coach Tom Coughlin; Tennessee Titans head coach Jeff Fisher;
former Oakland Raiders and Tampa Bay Buccaneers head coach
Jon Gruden; and Baltimore Ravens head coach John Harbaugh,
traveling to meet and greet service members for several days in
the Persian Gulf region in July.
“The trip to Baghdad was a life-changing experience from the
standpoint of appreciating the sacrifices that these young men
and women make for a purpose, for a cause,” said Cowher. “To
see the discipline and commitment they make should give us all
CBS Sports NFL TODAY analyst Bill Cowher visited American troops in Mosal,
a greater appreciation for those serving and the great country that
Iraq as part of the NFL-USO Coaches Tour in the Persian Gulf region in July
we live in.”
2009.
The trip was a first for NFL coaches but continued 40 years of the
providing morale, welfare and recreational services to U.S. military
NFL and USO teaming up for organized overseas morale-building
personnel and their families. The USO is a non-profit, charitable
visits to American service members. In 1966, the NFL and the
organization, relying on the generosity of the American people to
USO became the first sports organization to send a group of play-
support its programs and services.
ers to Vietnam and other parts of Asia, demonstrating the league’s
support for America’s troops.
In the past four decades NFL players have visited service members on NFL-USO tours in such locations as Afghanistan, Bosnia,
Iraq, Japan, Korea, Kuwait and Somalia.
Since 1941, the USO has consistently delivered its special brand
of entertainment and comfort to service men and women by
25
cbs news programs
have helped
change,
save
and improve lives
CBS News
SECTION
04
CBS News is dedicated to providing the best in journalism under
standards it pioneered at the dawn of radio and television, and continues to set in today’s digital age. Headquartered in New York, the division broadcasts influential, critically-acclaimed programs providing
newsmaking features and interviews, investigative reports, analysis
and breaking news 24 hours a day, seven days a week, utilizing a multiplatform model for news distribution across television (CBS Television
Network), radio (CBS Radio Network), the Internet (CBSNews.com) and
hand-held devices (CBS Mobile).
Since its first newscast was broadcast, CBS News has played a crucial role as a trusted news source. In times
of peace, war and uncertainty, its reporters, correspondents, producers and staff help viewers understand an
increasingly complicated world.
From economic meltdowns to political unrest and natural disasters, CBS News’ mission is to inform and
enlighten, enabling the public to perform its critical role as members of a democratic society. The following
pages are just a few examples of how its programs have helped change, save and improve lives.
CBS EVENING NEWS WITH KATIE COURIC
CBS News and its flagship EVENING NEWS WITH KATIE
COURIC’s impact on America and the world takes many forms.
Its in-depth reporting and investigation continually triggers
reform globally and locally, and this year CBS News was particularly proud to be the only network to win DuPont-Columbia
University awards. Among them:
CBS REPORTS: CHILDREN OF THE RECESSION: “At a time
when there was little coverage of the effects of the recession
on average Americans, CBS News committed considerable
resources in this division-wide effort that exposed the devastating impact of the economic meltdown on those most vulnerable: children, cited the judges.” Using innovative storytelling
techniques and reporters and producers from all of their news
27
outlets, the CBS Reports series exposed a wide range of new
problems for children including a spike in abuse cases in
emergency rooms. Ranging from the morning news to the
evening news, radio to Web, and in partnership with USA Today,
this series gave children a voice at one of the most challenging
times of their young lives.”
Other major stories given ongoing focus on EVENING NEWS
WITH KATIE COURIC included the H1N1 flu, devastation
in Haiti and the debate and passage of Heath Care Reform.
Beyond journalism, Couric’s public service takes many forms,
including:
•Tutoring and mentoring kids on an ongoing basis with her
daughters at Harlem Village Academy. On February 2, 2010,
Couric gave a poetry reading to students and provided a
tour for students interested in journalism on March 4, 2010.
•For “Sesame Street,” Couric participated in a “When
Families Grieve” special, which aired April 14, 2010. She
also attended a related screening and tree-planting event on
April 8, 2010.
•For New York City’s long-running homeless shelter, Bowery
Mission, Couric served food with her daughters and was an
honoree at the Mission’s gala in 2010.
THE EARLY SHOW
•ARTS – Following a 45-minute helicopter ride over New
York City, Stephen Wiltshire, an artist with Autism, spent
a week in New York drawing an 18 foot-long image from
memory. Each morning during the week of Oct. 27, Wiltshire
showed his progress on THE EARLY SHOW. His completed
panorama of New York City was revealed exclusively on THE
EARLY SHOW.
•COLONOSCOPY – EARLY SHOW co-anchor Harry Smith
underwent a colonoscopy on live television March 10. Katie
Couric, Anchor and Managing Editor of the CBS EVENING
NEWS WITH KATIE COURIC, was with Smith as he prepped
for and underwent the procedure at NewYork-Presbyterian
Hospital/Weill Cornell Medical Center.
•EARLY’S ANGELS – THE EARLY SHOW found four people
whose “good works” deserved on-air notice and a charitable
contribution.
CBS EVENING NEWS anchor Katie Couric
accompanied THE EARLY SHOW’s Harry Smith
during his colonoscopy, which was televised
live on national television.
28
60 MINUTES’ Scott Pelley (left)
reported on the most vulnerable
victims of Haiti’s earthquake children who not only face hunger,
disease and sexual assault, but a
form of slavery that is legal in the
Caribbean country.
•HEART PROGRAMMING – The Early Show aired a multipart series on heart-healthy living during the month of
February.
•SPANISH-LANGUAGE VLOG – EARLY SHOW Anchor
Maggie Rodriguez launched a Spanish-language video blog
on May 18, highlighting stories featured in CBS REPORTS,
including Children of the Recession.
•THE BELIEVE CAMPAIGN – THE EARLY SHOW partnered
with Macy’s to raise money for the Make-A-Wish Foundation.
60 MINUTES
•“THE WINTER OF OUR HARDSHIP” (1/25/09) Scott Pelley
reported on the Wilmington, Ohio community, whose residents were hit particularly hard in the economic crisis after
the town’s largest employer, DHL, shut its domestic operation. After the broadcast, a dozen Feed the Children trucks
came to town, Rachael Ray went to the location and hosted a
makeover of the local food kitchen and Jay Leno swung by to
do a benefit show as well.
•CLOSING THE CLINIC (4/5/09) The economic crisis has affected society’s most vulnerable as Scott Pelley found during
his report on a county hospital forced by budget cuts to close
its outpatient cancer clinic. Billionaire Kirk Kirkorian saw the
broadcast and donated $3 million for the lifesaving program
to continue.
•H1N1 (10/18/09) Scott Pelley reported on the H1N1 flu –
which targeted young, healthy people – and how the government is fighting the flu pandemic.
•THE $60 BILLION FRAUD (10/25/09) A Steve Kroft investigation revealed Medicare and Medicaid fraudsters beating
U.S. taxpayers out of an estimated $90 billion a year – $60
billion of it from Medicare – using a billing scam that is
surprisingly easy to execute. The story was subsequently
29
48 HOURS
•ERIN MORIARTY
Erin Moriarty contributes to SKIP, an organization devoted
to helping families keep chronically ill or disabled children
at home. Moriarty is also a partner with the Public Theatre
and is sponsoring a fellowship with the Ohio State University
College of Law.
Erin Moriarty
Harold Dow
played before a congressional committee, leading to an
amendment to the recently passed healthcare bill allocating
$700 million to fight the kind of fraud described in the piece.
•“DELAY, DENY AND HOPE THAT I DIE” (1/3/10) Byron Pitts
report on the Department of Veteran’s Affairs drew attention
to the plight of many frustrated veterans. The VA has always
been a large bureaucracy that moves slowly, but with two
wars and a recession significantly increasing the claims it
handles, Pitts investigation found that the situation has been
exacerbated.
•THE LOST CHILDREN OF HAITI (3/21/10) Scott Pelley reported on the most vulnerable victims of Haiti’s earthquake
– children who not only face hunger, disease and sexual
assault, but a form of slavery legal in the Caribbean country.
Right after the story aired, a donation of $30,000 came in and
more than 200 people called Global Orphan Project seeking
to help.
•AMERICA’S GIFT (4/4/10) Many Ugandans have been
saved by an American program that provides affordable antiretroviral medicines to fight HIV and AIDS in Uganda. Bob
Simon’s report brought awareness to this program.
30
•HAROLD DOW
Harold Dow is involved with Per Scholas, a non-profit organization that supplies training and computers to school children
and older adults. Dow was also the master of ceremonies for
Hudson Link, a non-profit that helps to provide jobs and training for inmates who are released from prison; he was also
the keynote speaker for the Omaha Public Schools, where he
addressed high achievers during Black History Month.
31
all cbs television stations
have embraced
community service
and public outreach
CBS Television Stations
SECTION
05
CBS Television Stations is one of the largest network-owned station
groups in the country, with outlets in many of the nation’s top and medium sized markets. Comprised of 28 local stations, its portfolio includes
CBS, The CW and MyNetwork affiliates, as well as three independents.
All of the company’s stations have embraced community service and public outreach as a vital part of their
commitment to excellence in broadcasting. From on-air programming to sponsored charity drives, CBS Television Stations have a long history of serving the public good.
What follows is just a sampling of the volumes of work they have done to serve their communities.
Community Outreach
WCBS (New York)
AIDS Walk – In 2009, WCBS proudly became the exclusive
broadcast media sponsor for “AIDS Walk New York,” providing $1,191,826 worth of airtime for the event. The station
helped attract 45,000 participants and raise $5,603,409. In
2006, CBS employees formed Team CBS and have since
raised more than $220,000, including $90,000 of company
matched donations. The event benefits Gay Men’s Health
Crisis and more than 30 other tri-state area AIDS service
organizations.
KCBS/ KCAL (Los Angeles)
Gun Buy Back – KCBS and KCAL partnered with Los Angeles Mayor Antonio Villaraigosa and the Los Angeles Police
Department to promote the City’s annual “Gun Buy Back
Day.” In an effort to curb crime in Los Angeles, gift cards to
grocery stores and electronic stores were offered as incentives for turning in all types of guns, no questions asked. This
one-day drive was held on Mother’s Day weekend in 2009
and collected 1,500 guns from the residents of the greater
Los Angeles area, making it the most successful program of
its kind in the country.
WBBM (Chicago)
Caring for Chicago – WBBM has built awareness, showcased events and raised money for The American Red Cross
of Greater Chicago for the past seven years. Through the
signature event of this partnership, “The Hometown Heroes
Breakfast,” the station has dedicated public service time to
invite viewers to nominate everyday heroes. Many of their
stories have been told during newscasts. Since 2003, when
33
the station signed on as the television sponsor, nominations,
contributions and attendance have more than doubled. The
breakfast in 2010 attracted 650 people and raised more than
$445,000.
KYW/ WPSG (Philadelphia)
Power of Nutrition – As part of KYW’s fall launch of “The Dr.
Oz Show,” the station teamed up with MANNA (the Metropolitan Area Neighborhood Nutrition Alliance) for a luncheon
to benefit the organization, which provides in-home meals
for people with life-threatening illnesses such as AIDS and
cancer. Dr. Mehmet C. Oz received MANNA’s “The Power
of Nutrition Award” in recognition of his longtime dedication
to health education and promoting healthy living. The event
raised more than $30,000 for the local charity.
WBZ/ WSBK (Boston)
Wednesday’s Child – WBZ and Anchor Jack Williams have
championed the “Wednesday’s Child” adoption program
for nearly 30 years. Each week the station features a special needs child in search of a permanent home. Over the
years, the segment has helped more than 700 special needs
children find loving families. Throughout the year, Williams
hosted numerous fundraising events to benefit the program
including the “Ski Race for Wednesday’s Child,” which celebrated its 26th year in 2010 and raised nearly half a million
dollars.
WWJ/ WKBD (Detroit)
Game of Change – While the eyes of the world were on
Detroit for the NCAA Final Four, WWJ was an important part
of the NCAA’s outreach program into the city as a member of
the Detroit Local Organizing Committee. WWJ worked closely
with the organizers in its groundbreaking “Game of Change”
initiative, a motion picture documenting the 1963 NCAA
championship basketball game played in East Lansing, Mich.
between Loyola University of Chicago and Mississippi State.
This game is widely-regarded as a catalyst for racial change
in college sports, and for the first time, was broadcast on commercial television by WWJ.
34
WCCO/ KCCO/ KCCW (Minneapolis-St. Paul)
NOAA Weather Radio Give-Away – During the spring and
summer months more than 400 thunderstorm and tornadolike events occur in Minnesota, often without warning. In an
effort to raise awareness and to better prepare its viewers,
WCCO gave away 500 NOAA weather radios during an
evening newscast. The give-away kicked off a four-and-a-half
month long campaign during which the station partnered
with Cub Foods to make weather radios available at an
incredibly discounted price. Over three years, more than
19,000 families and businesses have acquired a NOAA
weather radio as a result of this campaign.
WFOR/ WBFS (Miami-Fort Lauderdale)
Neighbors 4 Neighbors Phone Banks – Neighbors 4 Neighbors is a non-profit organization created in 1992 by WFOR
to respond to community needs. In response to the recent
economic crisis, WFOR’s news and community relations
departments started “4 Your Money” phone banks on Mondays, staffed by experts on credit counseling, foreclosures,
job search, taxes and money management. Additional phone
banks were organized to deal with important community
issues like child abuse, domestic violence, hurricane preparedness, drug abuse and school violence.
KPIX/ KBCW (San Francisco)
Food for Bay Area Families – KPIX and KBCW joined forces
with the Bay Area Food Banks in 2009 to help promote 20
Food Bank Recession Relief pantries established to serve
those affected by the downturn in the economy. The stations
launched an extensive public awareness campaign — news
stories, a half-hour special, public service announcements
and appearances by on-air personalities at food banks —
aimed at lessening the social stigma about people seeking
help. To personalize the campaign, KPIX news reporter Sue
Kwon took the “Food Bank Hunger Challenge” for one week
and survived on $4 a day, the amount provided by the government to people in need of food assistance. The campaign
generated an average of 200 additional clients weekly and
raised $700,000.
(Above) WCBS-TV’s Elise Finch (L) and John Elliot (R) at AIDS Walk New York
2009. (Right) Peter Dunn, president of the CBS Television Stations division,
with New York City Mayor Michael Bloomberg at The Race for the Cure.
KDKA/ WPCW (Pittsburgh)
Children’s Hospital of Pittsburgh Free Care Fund Telethon –
In 2009, Children’s Hospital of Pittsburgh donated more
than $15 million of free care to the families of area children. For 56 years KDKA has been Children’s Hospital’s
partner, helping raise funds to ensure area children
receive the finest medical care. KDKA presented the
“Children’s Hospital Benefit Show,” donating one hour
of programming, organizing hundreds of volunteers,
highlighting the fund-raising efforts of the community and
soliciting telephone donations from the viewing audience.
KDKA’s program raised more than $1.5 million in 2009.
KCNC (Denver)
The National Sports Center for the Disabled (NSCD) Wells
Fargo Cup – The three-day event and fundraiser, sponsored by KCNC, brings world-class disabled ski racers,
Denver Broncos alumni and amateur skiers of all abilities
35
KTVT/ KTXA (Dallas-Fort Worth)
Stephanie’s Day – In June 2009, KTVT and KTXA hosted its
6th annual “Stephanie’s Day,” a free event for special needs
children and their families. More than three dozen local agencies and organizations helped share information with parents
on topics ranging from therapies and camps to financial planning. Approximately 1,500 attendees learned about valuable
local resources for children with autism, Down syndrome and
other special needs.
KOVR/ KMAX (Sacramento)
Stuff the Bus – Now in its 9th year, KOVR and KMAX’s “Stuff
the Bus” campaign helped more than 1,000 underprivileged
children by collecting 12 tons of school supplies for their use.
The stations supported the cause with PSAs and extensive
local news coverage including a finale featuring the buses
stuffed with supplies.
A disabled participant races at the National Sports Center for the Disabled’s
2010 Wells Fargo Ski Cup in Winter Park, Colo., sponsored by KCNC in Denver.
together for a ski-racing weekend, benefitting therapeutic
programs for adults and children. In 2009 and 2010, KCNC
provided a full weekend of coverage from Winter Park,
Colo., and highlighted the numerous programs offered by
the NSCD. The event raised about $203,000 in 2009 and
$206,000 in 2010
WJZ (Baltimore)
Great Prostate Cancer Challenge – WJZ first teamed up
with a local urology organization to start the “Great Prostate
Cancer Challenge” to raise public awareness and funds
for prostate cancer research. The men of WJZ (anchors and
reporters) were featured in a series of PSAs encouraging
participation in the 5K and 1-mile event and for men to get
screened for the disease. The 2009 event raised $175,000,
bringing the three-year total to $500,000.
36
WUPA (Atlanta)
Women’s Sports Foundation Go Girl Go! Program – WUPA
partnered with The Women’s Sports Foundation’s “Go Girl
Go! Program” to help keep young girls interested in physical activity. The WUPA partnership included The CW 69 “Go
Girl of the Month,” a 60-second PSA saluting students and
celebrating their achievements in exercise and nutrition.
WTOG (Tampa-St. Petersburg)
Hillsborough County Anti-Drug Alliance – WTOG partnered
with The Tampa Alcohol Coalition on an anti-drinking and
driving campaign targeting young men in the region. The station recruited an unlikely spokesperson —19-year-old John
Templeton, who in 2002 was convicted of DUI manslaughter
of 18-year-old Julie Buchner. Templeton, who has a rare close
relationship with his victim’s family, recorded a PSA for the
station to bring awareness to the problem and honor Buchner’s memory. WTOG also supported the campaign with an
appearance by Templeton on its Bayside community affairs
program.
Local Programming
WCBS (New York)
GO NEW YORK! Living Longer, Better – WCBS’ Dr. Holly Phillips and Dr. Max Gomez hosted this half-hour special about
life expectancy and healthy living. The program featured the
most recent research and statistics on prolonged lifespan and
the use of longevity drugs and therapies, such as calorierestricted diets. Dr. Gomez also interviewed local senior
citizens who discussed their secrets to living a long life,
including Olivia Pat Thomas, the oldest woman in New York.
KCBS/ KCAL (Los Angeles)
Special Olympics Summer Games – This one-hour special
highlighted the Southern California Special Olympics games
and its athletes. Hosted by anchor Sandy Mitchell and sports
anchor Gary Miller, the program focused on the remarkable athletes and their families along with the volunteers and
corporate partners.
KYW/ WPSG (Philadelphia)
The Alex Scott Phone Bank – KYW presented a full day of
fundraising for “Alex’s Lemonade Stand Foundation” which
seeks to raise money to research and combat childhood
cancer. KYW’s Chris May, Susan Barnett, Pat Ciarrocchi, Liz
Keptner, Kathy Orr and Stephanie Stahl spearheaded the
15-hour effort which generated $891,740 in pledges. This
unique charity evolved from the lemonade stand of fouryear-old Alexandra Scott, which, since her passing in
2004, has blossomed into a nationwide fundraising movement. Alex’s parents, Liz and Jay Scott, along with other
CBS 3 personalities, joined the hosts for the annual event
as part of its sponsorship, KYW aired “Alex Scott: A Stand
for Hope,” a moving half-hour special that tells Alex’s story
through her parents, medical team at Children’s Hospital
of Philadelphia and many of the people who were touched
by her life.
WBZ/ WSBK (Boston)
Boston Pops Fireworks Spectacular – WBZ is the exclusive
television station for the Boston Pops annual Fourth of July
Fireworks Spectacular. In 2009, the event featured patriotic
music by the Boston Pops Orchestra, host Craig Ferguson
KPIX and KBCW joined forces with
Bay Area Food Banks in 2009 to
spread the word about 20 Food Bank
Recession Relief pantries established to serve those affected by the
downturn in the economy.
37
from CBS’ LATE LATE SHOW, a performance by Neil Diamond and a breathtaking fireworks display.
WWJ/ WKBD (Detroit)
Pancakes and Politics – WWJ teamed up with Michigan
Chronicle, an African-American newspaper based in Detroit,
to present “Pancakes and Politics,” a four-event series featuring key high-profile elected officials and business personalities discussing the most current and serious issues facing
the region. Each session was taped by the station and aired
as an episode of “Michigan Matters,” its public affairs program. The program’s host and senior producer, Carol Cain,
also served as moderator for the events.
WCCO/ KCCO/ KCCW (Minneapolis-St. Paul)
Holidazzle Parade – WCCO presented the Minneapolis
Downtown Councils’ “Target Holidazzle Parade” for the 17th
consecutive year. The 2009 parade drew more than 300,000
spectators and featured more than a dozen fantastically lit
floats, marching bands and more than 200 costumed characters from popular children’s stories.
WFOR/ WBFS (Miami- Fort Lauderdale)
I-Team Specials – WFOR expanded its I-Team investigations
into a series of four special half-hour broadcasts dealing with
issues of importance to the South Florida community, including contamination problems at the construction site of the
new Florida Marlins Stadium; a Medicare fraud report that
was included in a “60 Minutes” segment; methods behind
Ponzi schemes; and a story about toxic contamination at
Camp LeJeune.
KPIX/ KBCW (San Francisco)
Best Buddies – KPIX and KBCW produced and aired a
half-hour special in 2009 on Best Buddies, a non-profit
organization dedicated to creating one-to-one friendships,
employment and leadership development for people with
intellectual disabilities. The program focused on the inspirational story of two people with intellectual disabilities who
were matched with individuals from the corporate community. The special told the story of their evolving friendships, and
38
how each helped change the other’s life simply by sharing
time together. The program demonstrated the importance for
individuals with intellectual disabilities to have friends outside
of their own environment.
KDKA/ WPCW (Pittsburgh)
Pittsburgh’s Hidden Treasures – KDKA, in association with
the Senator John Heinz History Center, produced a series of
monthly 30-minute specials in which people had their collectibles, heirlooms and other prized belongings appraised
by professionals. Curators from the Heinz History Center
and the Smithsonian assessed a variety of items and spoke
about their significance as well as an assessment of their
potential monetary value.
KCNC (Denver)
Beating the Recession Town Halls – KCNC produced four
Town Hall specials in 2009 – a job search-themed hour to
offer advice to job seekers; a forum for small businesses
struggling in the recession; a healthcare HelpCenter encouraging viewers to call in their questions regarding healthcare,
and a special highlighting the best of Beating the Recession
from 2009.
WJZ (Baltimore)
Eyewitness News Magazine – WJZ aired four Eyewitness
News Magazine half-hour specials in 2009 that featured an indepth look at topics affecting viewers in the Maryland region.
In the first special, anchor Denise Koch reported the story of
nine-year-old Jessie Hall, who had half of her brain removed
to stop tremors that threatened her life. Koch interviewed Dr.
Benjamin Carson, who performed the surgery at Johns Hopkins Hospital, and family members who approved the procedure. Other specials addressed issues ranging from Lyme
disease to male breast cancer, and child abuse. Eyewitness
News anchor Vic Carter also hosted the series.
KTVT/ KTXA (Dallas-Fort Worth)
Rocky Top Therapy: Horses, Healing and Hope – KTVT
aired a half-hour special highlighting a Keller, Texas, ranch
where equine-assisted therapy is used to help children and
FOCUS Across the country, CBS Television Stations pitched
in to coordinate local relief efforts for the Haitian earthquake
A Haitian boy watches as rigid-hull inflatable boats from the amphibious dock
landing ships USS Fort McHenry and USS
Carter Hall arrive ashore at the New Hope
Mission in Bonel January 19, 2010.
(Photo credit: Landov)
landov
When the devastating earthquake struck Haiti in January 2010,
assembled forces under the “Operation Brotherly Love” banner
CBS Television Stations across the country rallied quickly to do
to use their combined voices to raise nearly $1 million for the
what they do best – help organize their communities to provide
relief effort.
quick and compassionate response to the tragedy. In the days
and weeks after the catastrophic earthquake had virtually leveled
•WBZ/ WSBK (Boston) aired the one-hour fundraising con-
Port-au-Prince, the stations had helped raised nearly $5.7 million
cert “Symphonic Relief for Haiti,” which generated more than
in donations and supplies through local efforts, including the
$75,000 in contributions.
following:
•WFOR/ WBFS (Miami-Fort Lauderdale) used its “Neighbors 4
•KCBS/ KCAL (Los Angeles) teamed with CBS Radio and the
Neighbors Phone Banks” to accept donations totaling more than
Red Cross for a fundraising effort at the Rose Bowl in Pasadena
$100,000.
on January 15 that raised nearly $200,000.
•KPIX/ KBCW (San Francisco) sponsored a benefit concert
•WBBM (Chicago) joined “Chicago Helps Haiti” alongside seven
at the Cathedral of Christ the Light in Oakland and raised
CBS radio stations and the Chicago business community to host
$58,000.
an all-day on-air fundraiser. WBBM contributed airtime and
staff volunteer hours, helping to raise more than $2.9 million.
•KCNC (Denver) teamed up with local businesses as part of its
“Help 4 Haiti” Campaign and raised more than $1.5 million in
•KYW/ WPSG (Philadelphia) and its sister CBS radio stations
cash and medical supplies.
39
Good Day Sacramento asking viewers to donate volunteer
hours to local charities. The goal was 10,000 hours; viewers
responded with 100,000 hours. The station also teamed up
with a local organization to match volunteers with non-profit
opportunities.
WUPA (Atlanta)
Focus Atlanta – WUPA’s locally produced half-hour program,
“Focus Atlanta,” airs weekly and tackles important issues that
affect the Atlanta community. Topics in 2009 included domestic violence prevention, adult literacy and adoption awareness, among other issues.
KSTW (Seattle)
South Sound Business Report – KSTW aired the locally
produced “South Sound Business Report” every Sunday,
featuring in-studio interviews with local industry leaders as
well as local business news and stories told in a fast-paced
entertainment news format.
KTVT’s half-hour special on Rocky Top Therapy Center in Keller, Texas,
highlighted the physical and emotional benefits of therapeutic riding for
special needs children.
adults with physical/emotional challenges. The special was
hosted by anchor Doug Dunbar, who talked with participants
benefitting from the therapy, family members and staff and
volunteers who work with the horses and riders. The special
also detailed a new local effort, the “Horses for Heroes”
outreach program, for combat veterans returning from Iraq
and Afghanistan.
KOVR/ KMAX (Sacramento)
Volunteerathon – KMAX created this unique telethon on
40
WTOG (Tampa-St. Petersburg)
Operation Smile – WTOG aired a profile on Operation Smile,
a children’s medical charity that provides cleft lip and palate
repair surgeries to children worldwide. To date, Operation
Smile has provided reconstructive surgery to more than
140,000 children and young adults in more than 50 countries.
Diversity
WCBS (New York)
African-American Hero Contest – In honor of Black History
Month, WCBS held a contest for third through fifth grade
students in the tri-state area asking for video essays on their
African-American heroes. More than 100 students submitted
their videos. Staten Island fifth grader Nelisha Wass, who was
inspired by Martin Luther King Jr., received a Wii console
package and a tour of the station for her winning entry.
KYW/ WPSG (Philadelphia)
Black History vignettes – KYW and WPSG took a different
approach to black History Month and saluted the next generation of black leaders in the arts with a series of vignettes.
The spots were produced in partnership with the Greater
Philadelphia Tourism & Marketing Corporation. The Roots,
an influential, Grammy award-winning hip hop band from
Philadelphia, agreed to donate a new, original background
track for the project. Anchors Natasha Brown, Anne-Marie
Green, Dave Huddleston, Beasley Reece and Ukee Washington introduced the profiles showcasing a poet, Philadanco
dancer, Black Pearl Chamber Orchestra music director, jazz
pianist, and singer/songwriter.
WBZ/ WSBK (Boston)
Centro – WBZ News features “Centro,” a regularly scheduled
Saturday morning news segment hosted by Yadires NovaSalcedo. The segment provides in-depth interviews that
explore issues concerning the Latino community.
WWJ/ WKBD (Detroit)
Sphinx Competition – WKBD was the media sponsor for
the Annual Sphinx Competition for young black and Latino
string musicians. For more than 11 years, the competition has
identified, rewarded and promoted talented young musicians
from diverse backgrounds. The station aired the competition’s concert which also featured the unique all Black and
Latino Sphinx Symphony Orchestra and guest artists Elena
Urioste and Melissa White, both first-place Laureates of the
competition.
WCCO/ KCCO/ KCCW (Minneapolis-St. Paul)
Ascertainment with leaders from the African-American
community – WCCO invited several key African-American
leaders to join its management team to discuss the station’s
service and presence in the community. The result was an
increased awareness of community concerns and a more
comprehensive contact list for editorial use.
WFOR/ WBFS (Miami- Fort Lauderdale)
South Florida Diversity Job Expo and Career Strategies for
Success Workshop – WFOR and WBFS sponsored two events
during June 2009 that helped bring together more than 1,000
local job seekers and more than 50 local private and public
employers. The “Career Strategies for Success” Workshop
provided opportunities for job seekers to participate in presentations designed to help them evaluate their career options in a time of economic uncertainties. WFOR Consumer
Reporter Al Sunshine served as one of the presenters.
KPIX/ KBCW (San Francisco)
Ethnic Celebrations – KPIX and KBCW hosted three ethnic
celebrations honoring community leaders in 2009. Each
celebration was combined with on-air campaigns for Black
History Month, Asian Pacific Islander Month and Hispanic
Heritage Month. Custom-produced vignettes also helped
celebrate local people and stories.
KCNC (Denver)
National Association of Hispanic Journalists’ Parity Project –
KCNC teamed up with The Parity Project to help increase
diversity in television news coverage and newsrooms and
to develop future minority broadcast journalists. The NAHJ
Parity Project aims to increase the number of Latinos in U.S.
newsrooms and improve overall media coverage of the
Latino community. As part of the partnership, KCNC created
a Community Advisory Committee that meets periodically to
discuss recommendations on how to improve KCNC’s coverage of Latinos.
WJZ (Baltimore)
Black History Oratory Contest - The 18th annual “WJZ Black
History Oratory Contest” attracted more than 100 high
school students from across the state in 2010 who competed
in writing an essay inspired by inspirational quotes by famous African-Americans. WJZ and a team of judges selected
semi-finalists to present their orations at the Reginald F. Lewis
Museum of Maryland African-American History and Culture.
The top three student winners received cash prizes and
scholarships.
KTVT/ KTXA (Dallas-Forth Worth)
Fort Worth Metropolitan Black Chamber – KTVT and KTXA
provided financial support for the Fort Worth Metropolitan
Black Chamber’s “Lights Camera, Action” workshop for
elementary and middle school students. The day-long pro-
41
Winners of the 18th Annual
WJZ’s Black History Oratory
Contest, which attracted more
than 100 high school students from across the state
of Maryland in 2010. Three
finalists were selected by WJZ
and a team of judges to win
cash prizes and scholarships.
gram held in January 2010 included presentations from those
in front of and behind the camera.
KOVR/ KMAX (Sacramento)
Good Day Sacramento SAP Translation – In a partnership
with Wells Fargo, KMAX translated each hour of “Good Day
Sacramento” into Spanish on its SAP channel.
WUPA (Atlanta)
Someone Cares, Inc. – WUPA helped distribute 1,000 HIV/
STD awareness booklets for Someone Cares, Inc., one of
the leading minority HIV/AIDS community organizations
addressing health disparities in the Metropolitan Atlanta
area. The organization provides HIV/AIDS/STD prevention
education, interventions, advocacy, counseling and testing,
research, screening and treatment.
42
KSTW (Seattle)
Northwest Indian News & Native Heartbeat – KSTW aired
the locally produced “Northwest Indian News” and the
newly-created “Native Heartbeat” every Sunday morning.
Local issues and events important to Native Americans are
presented in the magazine format and include reports on
government, culture and history, among other topics.
WTOG (Tampa-St. Petersburg)
AIDS Service Association of Pinellas (ASAP) – WTOG helped
sponsor various ASAP events including -- Saint Pete Pride,
AIDS Walk Saint Petersburg and Dining Out for Life. Sheli
Sanders, host of WTOG’s community affairs show, “Bayside,”
served as the 2009 Grand Marshall for the Saint Pete Pride
parade, participated in the AIDS Walk Saint Petersburg and
was a volunteer host for Dining Out for Life. The station also
supports the organization through public service announcements and interviews on its Bayside program.
FOCUS Students of color work their way into the media
through partnership with CBS and Emma L. Bowen Foundation
Emma L. Bowen Foundation’s Phylis Eagle-Oldson, President
& CEO; Sandra Rice, VP Eastern Region; Rita Torres, Regional Director, Western Region; Maggie Rodriguez (Co-Anchor
THE EARLY SHOW). Michael Estime, 2009 Student of the
Year from WWJ-TV in Detroit (center).
As a founding sponsor of the Emma L. Bowen Foundation for Minor-
At WCCO in Minneapolis, the station works closely with the Foun-
ity Interests in Media, CBS has been mentoring Emma Bowen stu-
dation to recruit Native American students for the program. Two
dents since 1989. The Foundation’s mission is to prepare minority
students, Michelle Redberg and Cole Premo, completed the pro-
youth for careers in the media industry through a unique, multi-year
gram in 2009. Within days of graduation, both were offered jobs
work/study development program at companies such as CBS.
with WCCO. Redberg is now a business development and research
coordinator at the station. Premo was hired as a Web producer in
Thirteen of the Foundation’s minority students are currently
the New Media department.
involved with to the inner workings of broadcast media, mostly at
CBS stations: WCBS New York, KCBS/ KCAL Los Angeles, WBBM
Meanwhile, the CBS Television Stations News Apprenticeship
Chicago, KYW/ WPSG Philadelphia, WBZ/ WSBK Boston, WWJ/
Program, which launched in 2005, seeks to identify recent college
WKBD Detroit, WCCO Minneapolis, WFOR/WBFS Miami-Fort Lau-
graduates from diverse backgrounds who are interested in behind-
derdale, KPIX/ KBCW San Francisco, KDKA/ WPCW Pittsburgh,
the-scenes careers in the news profession. Through the program,
KCNC Denver and KSTW Seattle. The CBS Television Stations’
students get real-world broadcasting experience through employ-
Spot Sales office in New York also hosts a Bowen student.
ment as an apprentice at a CBS station. The apprentices rotate
through a number of positions in the newsroom – assignment
Frequently, Emma Bowen students find a home with CBS after
desk, promotion, producing – to obtain a well-rounded background
graduation. Karina Roa spent four years at WCBS in various
in the business. Several apprentices have moved into full-time
departments and recently joined the station full time as a public
news positions upon completing the apprenticeship program. Five
affairs coordinator. Gio Benitez, a Bowen student who completed
new apprentices are expected to join the CBS stations across the
the program at CBS in Miami, is now a general assignment
country in 2010.
reporter at WFOR and WBFS.
43
cbs television studios have made
commitments
to the public and organizations
seeking to serve the
greater good
CBS Television
Studios
SECTION
06
CBS Television Studios is one of the industry’s leading supplier of
primetime network programming, producing 24 series including seven
of the top ten scripted shows on television. The roster of popular and
critically-acclaimed programs include the phenomenally successful
CSI and NCIS franchises and the two highest-rated new scripted series
of year – NCIS: LOS ANGELES and THE GOOD WIFE, starring Golden
Globe and SAG winner Julianna Margulies.
In addition, the Studio’s roster includes The CW’s hit series 90210 and CBS’s MEDIUM, starring Emmy
Award-winner Patricia Arquette.
The following represent the commitment the shows, its talent and staff have made to the public and organizations seeking to serve the greater good:
90210
• The episode “Off The Rails,” in which Silver (Jessica Stroup)
suffers from bipolar disorder, received a Voice Award.
•The show integrated the organization Habitat for Humanity in the episode “Hello Donna,” where the teens went on a
building trip.
•Several storylines have focused on alcohol and drug abuse,
as well as teenage pregnancy.
•90210 cast hosted a premiere party which included guests
from inner city schools in the Los Angeles area.
•AnnaLynne McCord visited Haiti and works with The Blind
Project, which brings awareness to the sex trafficking trade.
•The show did a Warriors in Pink storyline integration, PSA
and advertorial.
•90210 has partnered with Habitat for Humanity for several builds and most recently participated in the Habitat for
Humanity Walk.
45
THE CLEANER
•The episode “The Turtle and the Butterfly” was nominated
for a Prism Award in the Drama Series/Substance Abuse
category.
•12 episodes in season 2 received special commendation
from the Prism Awards in the Drama Series/Substance Abuse
category.
•Benjamin Bratt was nominated for an Alma Award for Best
Actor.
CSI: CRIME SCENE INVESTIGATION
•Marg Helgenberger and Jorja Fox participated in a singing
a duet for the “What a Pair 2009/Breast Cancer Awareness”
annual fundraiser.
•Marg Helgenberger is a celebrity supporter of Stand Up To
Cancer.
•Jorja Fox hosted “Spotlight Humane: Chicago,” an annual
benefit to raise funds to end dogfighting in Chicago during
February 2010 for the Humane Society.
•George Eads supported the Busby Foundation for ALS.
•Robert David Hall appeared in a PSA for the U.S. Census in
January 2010.
•Artists United for Social Justice (AUSJ) honored CSI for its
portrayal of Human Trafficking in January 2010.
•Retinitis Pigmentosa was discussed in an episode; Jon Wellner did a PSA and charity link to site.
CSI: MIAMI
•The show was part of the Entertainment Industry Foundation’s “I Participate” initiative. The “Bad Seed” episode
touched on the growing concern for smaller farmers and
encouraged volunteering.
• Eva La Rue serves as spokeswoman for the National
Ovarian Cancer Coalition.
CSI: NY
•Hill Harper won a 2010 NAACP Image Award for Outstanding Actor in a Drama Series.
•Gary Sinise completed a CBS Cares PSA in support of
Operation Gratitude, sending care packages to the troops
over seas.
Hill Harper at the NAACP Image Awards.
46
•The 2009 episode “Party’s Over” received special com-
Gary Sinise (center) in Afghanistan delivering supplies
to children, through his nonprofit Operation International
Children.
Gary Sinise (center) in Afghanistan delivering supplies to children, through his non-profit Operation International Children.
mendation from the Prism awards in the drama series/mental
healthy category.
•CSI: NY was part of the Entertainment Industry Foundation’s
“I Participate” initiative. The storyline focused on Hawkes
volunteer work with the Central Park Medical Unit. In addition, Gary Sinise, Melina Kankaredes, AJ Buckley and Eddie
Cahill all completed a CBS Cares PSA on the importance of
volunteerism.
FLASHPOINT
•The 2009 episode “Last Dance” received special commendation from the Prism awards in the drama series/substance
use category.
•Also, the 2009 episode “Haunting the Barn” received
special commendation from the Prism awards in the drama
series/mental health category.
THE GOOD WIFE
•EcoTainment Awards honored the show for having a
“green” production in April 2010.
•Brady Center to prevent Gun Violence is honoring the executive producers for responsible gun portrayal on a drama
(October 2010).
•Chris Noth hosted an event for Rainforest Action Network
on April 29, 2010.
•Julianna Margulies spoke at the Mayor’s Office of Film about
New York City’s latest efforts to diversify the entertainment
47
industry in January 2010.
•Julianna Margulies and Christine Baranski did Breast Cancer Awareness PSA’s in October 2009.
•To help support the SAG Foundation Charity Auction,
Executive Producer Glenn Gordon Caron and Arquette submitted a MEDIUM package including VIP tickets to a speaking engagement with the real Allison Dubois, and a signed
MEDIUM script.
•Christine Barasnki is spokeswoman for I Participate.
• Julianna Margulies appeared in a CBS PSA Spot for Relief
to Haiti in January 2010.
•MEDIUM was nominated in the 2009 Women’s Image
Network Awards for the following categories: Outstanding
Drama Series and Outstanding Actress – Drama Series.
•Production donates canned goods to the City Harvest
shelter.
•Series star Miguel Sandoval was nominated for a 2009
Alma Award for Best Actor in a Drama series.
•ACLU awarded the show its Social Responsibility in the
Media Award (to be presented June 2010).
LIFE UNEXPECTED
•In the episode “Father Unfigured,” Baze teaches Lux safe
driving and what she should do if she was to ever get into an
accident.
•In the episode “Formal Reformed,” Baze and Abby give Lux
a sex talk and urge her to remain abstinent so she doesn’t
become a teen mom.
•Throughout the series the foster care system has been
discussed and explored, as well as teen pregnancy and the
emotional effects of being a young teen mom who gives up
her child.
MEDIUM
•The “Once in a Lifetime” episode featured Bridgette (Maria
Lark) posting embarrassing videos of a man on the Internet
that get her into trouble and teach her a lesson on how things
that get posted online could prove damaging to others.
•Patricia Arquette started the charity GiveLove to help provide victims of the Haiti earthquake with sustainable housing
and assist in rebuilding communities (www.givelove.org).
She helped raise $100,000 for the charity at a fundraiser in
Houston the week of April 12.
48
MELROSE PLACE
•Katie Cassidy is the face of helpchildren.org. In November
2009, she traveled to Africa to help promote the cause.
•The cast participated in Habitat for Humanity Walk with the
90210 cast.
NCIS
•In the episode “Rule Fifty-One,” Ziva (de Pablo) becomes a
U.S. citizen.
•Pauley Perrette and Cote particpated in a Warriors in Pink
PSA.
•Perrette also particpated in a PSA for ENTERTAINMENT
TONIGHT for the earthquake in Haiti.
NCIS: LOS ANGELES
•LL COOL J completed a PSA to raise awareness for the
devastation in Haiti.
•LL COOL J and Chris O’Donnell participated in the EIF I
participate Veteran’s PSA (ET and MLB).
•O’Donnell and LL shot an Volunteerism PSA for I participate.
•LL COOL J was nominated for an NAACP Image Award.
•O’Donnell and LL taped messages to the troops for the
Armed Forces Network for Christmas.
NUMB3RS
•The 2009 episode “Animal Rites” received a special commendation from the Prism Awards in drama series/mental
health category.
•Rob Morrow is involved with Project A.L.S.
•In the episode “Arm in Arms,” the agents delve into the
world of International arms dealing.
•In the episode “Shadow Markets,” the team investigates the
strange world of cyber crime-lords, fraud and spam-kings.
•NUMB3RS was part of the Entertainment Industry Foundation’s “I Participate” initiative. David Krumholtz and Rob
Morrow each completed a CBS Cares PSA in support of
volunteerism. In addition, the storyline focused on Charlie
and Amita volunteering with Big Brothers Big Sisters.
•Navi Rawat participated in the Warriors in Pink campaign in
support of Breast Cancer.
49
awareness
cbs television distribution’s shows have raised
of social issues
on air and off
50
CBS Television
Distribution
SECTION
07
CBS Television Distribution is the pre-eminent player in worldwide
television syndication. The division produces or distributes 12 firstrun series and holds the largest distributed television library at 70,000
hours strong.
Among the division’s critically-acclaimed programs are the #1 syndicated series WHEEL OF FORTUNE;
the #2 rated game show JEOPARDY!; the top two talk shows, THE OPRAH WINFREY SHOW and DR. PHIL; the
Emmy Award-winning talk show RACHAEL RAY; the Emmy-nominated DR. PHIL spinoff, THE DOCTORS; the
#1 entertainment newsmagazine ENTERTAINMENT TONIGHT and its sister show, THE INSIDER; the #1 newsmagazine INSIDE EDITION; the top two court shows, JUDGE JUDY and JUDGE JOE BROWN; the new SWIFT
JUSTICE with Nancy Grace; and popular off-network product, including the CSI and STAR TREK franchises,
EVERYBODY LOVES RAYMOND, NCIS, CRIMINAL MINDS, GHOST WHISPERER and MEDIUM.
CBS Television Distribution has made charitable contributions
to various causes, including American Women in Radio and
Television, the Juvenile Diabetes Research Foundation, the
Smile Train, the Iraq Star Foundation, the Cat Assistance Referral and Education C.A.R.E., Lighthouse Medical Mission, the Los
Angeles Regional Food Bank, Her Honor Mentoring Program
and UNICEF.
Many of the division’s shows have raised awareness of social issues on air and off, from THE DOCTORS traveling to far corners
of the world to deliver medical supplies and much-needed
help to RACHAEL RAY’s Yum-o! Organization, a non-profit she
founded to educate families about heatly food choices and
nutrition while donating food to the hungry. Examples of the
division’s community service via its shows include:
DR. PHIL
Dr. Phil McGraw is an advocate for at-risk youth and is a visible
participant in many charities, including his own Dr. Phil Foundation. His show often features socially conscious topics such as:
•An Addict in the Family
•One Mistake Away from Jail
•How to Stay Sober
•Drunk Driving Moms
•Top Three Ways You’re Making Your Child Obese
51
•Dr. Phil received a 2010 Prism Award for the episode
“OCD,” which highlighted Obsessive Compulsive Disorder
and how to cope with this disease.
•Dr. Phil visited Detroit in April 2009 to tape several shows
and speak to a crowd of 1,000 people about the realities of
the economic downturn and how families had been affected,
and how they can cope. He also visited The Pilgrim Church,
once a thriving place of worship and the largest Presbyterian
congregation in the Midwest; it’s now a homeless shelter and
home to I Am My Brother’s Keeper Ministry. Pastor Henry
Covington, who heads up the Ministry, took Dr. Phil on a tour
of the facility, followed by a free town hall meeting where Dr.
Phil spoke to the crowd of nearly 500 and answered questions from the audience. At the end of his visit, Dr. Phil made
a $25,000 donation to the Ministry. Finally, Dr. Phil visited the
S.A.Y. (Super All Year) Detroit Family Health Clinic which caters to the needs of homeless children. At the end of his visit,
he made an additional $25,000 donation to their cause.
•On October 4, 2009, Dr. Phil McGraw hosted “A Night of
Honor,” which benefited the Iraq Star Foundation. Proceeds
from the event will provide the necessary reconstructive
surgeries to assist war veterans recovering from physically
disfiguring injuries.
•On December 7, 2009, the Dr. Phil Foundation launched
“Little Kids Rock Across America” with a $500,000 donation
to bring free musical instruments and education to 25,000
under-served schoolchildren from grades K-12 in New York,
Los Angeles, Chicago, Philadelphia, Dallas, Atlanta, Washington, D.C., Tampa, Minneapolis and New Orleans.
ENTERTAINMENT TONIGHT/ THE INSIDER
•Linda Bell Blue, Executive Producer of ET and THE INSIDER, is a mentor through The Hollywood Reporter/Women
In Entertainment Mentorship Program, which pairs highprofile female executives with teenage girls from various Los
Angeles inner-city schools with interests in a career in the
entertainment industry.
52
•Mary Hart is a member of the board of trustees for Children’s Hospital Los Angeles and is Leadership Chair of the
New Hospital Campaign. She is also an ambassador for
Childhelp USA, an organization that combats child abuse
across America. She has served on the board of directors for
the National Childhood Cancer Foundation for many years
and she continues her affiliation with the Children’s Miracle
Network. Hart also continues to help raise awareness about
heart disease through her efforts with the American Heart
Association.
•Mark Steines traveled to Sierra Leone with Lighthouse
Medical Missions and produced a book of his photography,
“See the Light: A Passage to Sierra Leone,” and hosted a
charity event on the ET stage that raised money for future
missions.
•Lara Spencer participated in The American Cancer Society’s “Daffodil Days” and delivered a bouquet of daffodils to
a cancer patient undergoing treatment. The visit aired as a
segment on THE INSIDER to encourage viewers to visit www.
ACS.org and donate to the cause.
•Mary Hart, Samantha Harris and Lara Spencer donated
their own handbags for the annual “New York Bag Ladies
Luncheon,” benefiting the S.L.E. Lupus Foundation.
•Samantha Harris participated in the 2009 Women’s Day Red
Dress Awards and Heart Truth Fashion Show, raising awareness of heart disease in women.
•ET and The Insider donated set visits and VIP tours to
several charity auctions, including Human Rights Campaign,
Beverly Hills Police Association, Centre Theatre Group’s Los
Angeles Youth Program, Children’s Health Foundation and
Music Cares Grammy Foundation.
INSIDE EDITION
•INSIDE EDITION was nominated for a 2010 Prism Award
for its Nightclub Dangers Investigation.
•Deborah Norville emceed the NYC Mental Health Association annual fundraiser in 2010 and acted as a panelist at the
National Crime Prevention Council in June 2009.
•Paul Boyd participated in the Animal Sanctuary Charity
Walk in May 2009 and the 5K Run for Breast Cancer in February 2010. He also emceed the Multiple Myeloma Golf Fundraiser in August 2009 and was a special guest at the Hockey
Fights Cancer event in April 2010.
•Jim Moret emceed the Beit T’Shuvah Awards Gala (residential addiction program) in March 2009 and the American
Cancer Society annual event in July 2009, as well as spoke
at the Jewish Home for the Aged Annual Luncheon in April
2010.
•Megan Alexander emceed a Girls Inc Committee dinner/
meeting to support young girls with scholarships and mentoring in March 2009 and was a celebrity host at Girls Quest
charity fundraiser in June 2009. She donated business suits
to Dress for Success in May 2009 and an autographed pair of
high heels “Soles for Souls” in April 2010. Alexander was on
the committee for the charity Water Ball (bringing water to all
parts of the globe) in December 2009.
JEOPARDY!
Over the course of the 2009-2010 season, JEOPARDY! donated
more than $2.5 million to more than 25 local and national charities as part of the Million Dollar Celebrity Invitational Tournament. Charities that benefited from the 25 celebrities’ winnings
included: Food on Foot; U.S. Fund for UNICEF; Clothes Off
Our Back; Hispanic Scholarship Fund; International Myeloma
Mark Steines of ENTERTAINMENT
TONIGHT went to Sierra Leone with
Lighthouse Medical Missions and
produced this book of his photography.
53
Foundation; Good Shepherd Services; Vietnam Veterans of
America; 1736 Family Crisis Center; Common Ground Relief;
St. Jude Children’s Research Hospital; Scleroderma Research
Foundation; American Cancer Society; the Smile Train; the
Archer School for Girls; Friend Indeed, Inc.; the International
Rescue Committee; Doug Turner Memorial Scholarship Fund;
St. Vincent Meals on Wheels; Michael J. Fox Foundation for
Parkinson’s Research; the SEED School of Maryland; LaSalle
College High School; Skyhook Foundation; Soledad O’Brien
and Brad Raymond Family Foundation.
deavor with a “Nightline” segment.
JUDGE JUDY
•JUDGE JUDY works with charities to auction off tickets to the
show and provides a VIP backstage tour and lunch with the
cast and crew to generate money for the charities.
•RACHAEL RAY’s “Room 325” episode rewarded a dedicated culinary teacher, Ms. Wilma Stephenson of Frankford High
School in Philadelphia, with a much-needed makeover for
her classroom and provided scholarships to the program’s
graduating seniors.
•JUDGE JUDY has done segments featuring the topics “Don’t
Drink and Drive” and “Don’t Use and Abuse.”
•Members of the JUDGE JUDY crew have volunteered with
the L.A. Food Bank and Para Los Ninos’ “For the Children.”
•In addition, Judge Judy Sheindlin and her daughter Nicole
Sheindlin created the “Her Honor Mentoring Program,” which
pairs high school girls in Westchester, N.Y., with women who
are leaders in their fields. The after-school program requires
selected students to spend four hours per week at their mentor’s work site over a six-month period.
RACHAEL RAY
•Throughout 2009-2010, Rachael Ray’s Yum-o! Organization has been featured in many RACHAEL RAY segments.
Launched in 2006, Yum-o! empowers kids and their families
to develop healthy relationships with food and cooking by
teaching families to cook, feeding hungry kids and funding
cooking education and scholarships.
•Rachael Ray’s Yum-o! Organization worked with the New
York Department of Education to create a healthy Rachael
Ray recipe that was served in more than 1,600 public New
York City schools. She brought further attention to the en-
54
•Rachael Ray works with the Incredible Edible Egg for
segments throughout the season called “Eggboards” that
spotlight individuals who are making a difference in the fight
against childhood obesity.
•Yum-o! Organization and RACHAEL RAY partnered for the
“Chicago Block Party” season premiere episode to highlight
the importance of healthy eating and exercise.
•RACHAEL RAY’s “Thanksgiving on Main Street” episode
featured an Ohio community hit hard by their failing local
economy and completely renovated the town’s food bank
and provided food to stock the food bank’s shelves for a year.
•RACHAEL RAY featured a married couple that adopted a
Haitian child who was orphaned by the devastating earthquake. The segment included helping those affected in Haiti
by donating to Chefs for Humanity and the Clinton Bush Haiti
Fund.
WHEEL OF FORTUNE
•In 2010, WHEEL OF FORTUNE and Maxwell House entered
a year-long partnership to fight against domestic hunger with
Feeding America. Each time a contestant wins the Bonus
Round, Maxwell House will donate $2,500, up to $200,000,
to Feeding America. On May 3, 2010, Vanna White and show
staff volunteered at the Los Angeles Regional Food Bank as a
part of this initiative.
•In partnership with Sears, the show’s “Heroes Week” benefited military and their families. All contestants playing that
week were active military, veterans or reservists from all over
the country. Pat Sajak recorded spots for the Sears Heroes
Celebrity chef Rachael Ray (C) at the “Chicago Block Party” season premiere episode of RACHAEL RAY on behalf of her Yum-o! Organization to highlight
the importance of healthy eating and exercise.
at Home Wish Registry, which rallies Americans to provide
gift cards for active-duty service men and women and their
families during the holidays.
•Vanna White participated in Campbell’s annual “AdDress
Your Heart” campaign by wearing a red dress during
“Winter Holiday” week in the fight against heart disease in
women. She also participated in “Cincinnati Goes Red” by
designing a red dress statue for the city’s Christ Hospital.
•Vietnam veteran Pat Sajak works with the Vietnam Veterans
of America and was recognized by the organization for his
efforts with their Excellence in the Arts Award. Pat also competed in “Celebrity Jeopardy!” on the organization’s behalf,
winning $100,000.
•“Vanna’s Choice,” Vanna White’s own line of yarn, continues
to donate sales proceeds to St. Jude’s Children’s Hospital. In
2009, $500,000 was donated by the company that represents
“Vanna’s Choice.”
55
FOCUS Between takes on their hit talk show, THE
DOCTORS also make charitable house calls to countries
around the world
(Top) Dr. Andrew Ordon in India; (Top R) Dr. Travis Stork helping an earthquake victim in Haiti; (Bottom R) THE DOCTORS from L-R are: Drs. James
Sears, Stork, Ordon and Lisa Masterson.
The four hosts of THE DOCTORS, who are all practicing physicians, have been very active in the both the global and local
health communities since the show’s launch in fall 2008.
In January 2010, THE DOCTORS traveled to Haiti with more than
for HIV/AIDS health care workers so that they could travel more
7,000 pounds of donated medical equipment to aid in the earth-
effectively to remote villages to provide care.
quake medical relief effort. Not only did all four doctors provide
medical care to victims, but their experiences in Haiti were filmed
Dr. Andrew Ordon traveled to India with Smile Train USA and
and aired during two episodes of the talk show.
performed cleft palate surgeries. Smile Train USA is the world’s
leading cleft charity whose mission is to help the more than 4.7
56
Dr. Travis Stork traveled in November 2009 to Tanzania, Africa,
million children in developing countries that are suffering with
with the organization BikeTown Africa and helped build bicycles
unrepaired clefts.
(Top) Dr. Travis Stork with the bicycles he helped the BikeTown Africa
organization build in Tanzania, Africa. The bikes will help HIV/AIDS health
care workers travel to remote villages. (Bottom) THE DOCTORS at the Red
Tie Affair fundraiser for the American Red Cross, where they were honored
with the Crystal Cross Award for their humanitarian efforts in the United
States and beyond.
Dr. Andrew Ordon continued his work with his charity, Surgical
Friends Foundation, which grants pro-bono reconstructive surgeries around the world.
Dr. Lisa Masterson, Dr. Andrew Ordon and Dr. James Sears hosted
a symposium for the The Nancy Davis Center Without Walls (CWW)
program, which has provided support that has permitted the
medical community to link together multidisciplinary scientific
programs and expertise across the country to advance the understanding of the cause of MS and to develop new treatments.
In its short time on the air, THE DOCTORS has been recognized
with numerous awards for promoting awareness of many medical
and social issues, including:
•THE DOCTORS was recognized by the Donate Life Hollywood
organization for two episodes that promoted the importance
of organ donation. The ceremony took place in Los Angeles on
June 12, 2010.
•In May 2010, the show was awarded the National Media
Broadcast Award from the American Society of Colon and Rectal
Surgeons, which honors a broadcast medium that enlightens
and informs the public about colon cancer and rectal disease.
The ceremony was held in Minneapolis on May 16, 2010.
Dr. Lisa Masterson traveled to Africa with her charity organization
Maternal Fetal Care International (MFCI), which sets up birthing
•In 2009, THE DOCTORS was nominated for a Prism Award for
clinics in poor regions in the world to help save the lives of preg-
an episode called “New Drug Dangers.”
nant women and improve the standards of their healthcare.
•In April 2009, the American Red Cross awarded THE DOCShe also participated in the annual Avon Walk for Breast Cancer in
TORS with Crystal Cross Award, which honors an outstanding
Long Beach and spoke to the walk participants during the opening
television show and the humanitarian spirit of extraordinary
ceremonies.
individuals who have shown courage, compassion and unselfish
character.
57
cbs radio meets the
unique needs
of its listening audience by being a
good corporate citizen
CBS Radio
SECTION
08
CBS RADIO is one of the largest major-market radio operators in the
United States, with stations covering news, sports, talk, rock, country,
Top 40, classic hits and urban formats, among others. The division operates 130 radio stations, concentrated in the nation’s top 50 markets.
Additionally, CBS RADIO is home to over two dozen of the country’s leading sports franchises amongst MLB,
the NFL, the NBA, the WNBA and the NHL, including the New York Yankees, New York Mets, Chicago White
Sox, New England Patriots, New York Giants, Chicago Bears and the Detroit Red Wings.
The overall mix of each radio station’s programming is designed to fit the station’s specific format and serve
its local community. The following pages are just a few examples of how CBS RADIO meets the unique needs
of its listening audiences and serves as good corporate citizen in its many communities.
Community Outreach
WZGC-FM (Atlanta)
“Dave’s Holiday Road Show” – For six consecutive days in
December 2009, WZGC midday host Mara Davis emceed a
toy drive to help less fortunate Atlanta children experience
the joy of the holidays. Throughout the week, Davis broadcast live from various metro Atlanta locations, encouraging
listeners to come out and donate. The station reached its
goal of filling a 17-foot-long bus of gifts for Toys for Tots.
WVEE-FM/WAOK-AM (Atlanta)
“Back To School Block Party” – WVEE and WAOK sponsored
their annual “Back To School Block Party” at the International
Plaza, providing free school supplies to 5,000 students in need.
WLIF-FM (Baltimore)
WLIF’s “Celebrity Tie Auction” helped support the Johns
Hopkins Children’s Center by auctioning off celebrity-autographed ties during its morning show. Among those stars
who donated were Olympic medalist Michael Phelps, former Baltimore Oriole Cal Ripken Jr., recording artists David
Cook and Jordin Sparks, American Idol judge Randy Jackson
and musician Jimmy Buffett, among others.
WWMX-FM (Baltimore)
Mix 106.5 “Stuff-A-Bus” – The entire Mix 106.5 staff gathered
at Giant Food locations throughout Baltimore to help collect
non-perishable canned goods for the MD Food Bank. The
station, which also broadcast from collection sites, filled six
59
MTA buses with donations from listeners, amassing 35,197
pounds of food. The donations helped prepare 27,490 meals
for Maryland’s most needy.
WODS-FM (Boston)
WODS Make-A-Wish Wishathon – WODS two-day Radiothon
held at the Prudential Center in December helped raise
$261,000 for the Massachusetts Make-A-Wish Foundation.
WBMX-FM (Boston)
“Mix Cares For Kids” Radiothon - WBMX joined forces with
Children’s Hospital Boston for the 6th annual “Mix Cares For
Kids Radiothon,” a live, two-day broadcast featuring inspirational stories, interviews and music. WBMX raised more than
$500,000 for Children’s Hospital, bringing its five-year total
raised to $4 million.
WSOC-FM (Charlotte)
“Walk to Cure Diabetes” – For the 11th consecutive year
WSOC was chosen as the presenting sponsor of the annual
benefit for the Juvenile Diabetes Research Foundation. Rob
Tanner from WSOC’s “Tanner in the Morning Show” served
as the honorary co-chair, while the station provided PSA and
billboard exposure to help publicize the event. More than
5,000 walkers participated, raising over $1.2 million.
WFNZ-AM (Charlotte)
“Street Turkeys” – WFNZ’s Mark Packer encouraged listeners
during the 2009 Thanksgiving season to donate money or
turkeys to the Second Harvest Food Bank of Metrolina. The
2009 drive collected more than 3,000 pounds of food, 1,000
turkeys and $18,000 in donations.
WBBM-AM (Chicago)
“14th Annual Good Neighbor Radiothon” – WBBM anchors
and reporters broadcast for 19 hours from the Chicago AntiHunger Federation Warehouse in December, helping raise
$70,000 for the cause. The funds helped the organization,
serve more than 1.2 million clients each year.
60
WBBM-FM (Chicago)
“Student Pledge against Gun Violence” – The station broadcast a commercial-free panel in October 2009 educating
students about the dangers of guns and gun violence. The
broadcast, hosted by B96 Morning Show personalities J Niice,
Julian and Showbiz Shelly, also featured prominent Chicago
community leaders. More than 200,000 students participated
through assemblies and pre-planned events.
WCFS-FM (Chicago)
“Out of the Darkness” Community Walk – The station broadcast live from the annual fundraiser for the American Foundation for Suicide Prevention (AFSP), dedicated to preventing
suicide and saving lives. Fresh 105.9 personality Rick Hall
and a station street team participated in the event, which also
sought to increase national awareness about depression and
suicide, advocate for mental health issues and assist survivors of suicide loss.
WJMK-FM (Chicago)
In May 2009, 104.3 JACK FM helped sponsor the annual
Soldier Field 10k, benefitting the American Cancer Society
and SALUTE, INC, an organization that increases awareness
and support for US troops and their families. JACK FM helped
publicize the event with on-air promotions and PSAs. The station also supported the cause with a street team handing out
prizes and free music.
WUSN-FM (Chicago)
“Radiothon for St. Jude’s Children Research Hospital” – In
December 2009, the station raised nearly $1 million in
pledges. The event was one of St. Jude’s biggest fund-raisers
of the year.
WXRT-FM (Chicago)
“22nd Annual Rock & Roll Charity Auction” – Hosted by station personalities Lin Brehmer and Marty Lennartz, WXRT’s
auction 2009’s event raised more than $200,000 to provide
free music lessons to underserved children at sites throughout Chicago.
100.3 JACK FM’s drive for
the US Marines’ Toys for Tots
helped collect presents for
under privileged children in
the Dallas area.
WDOK-FM (Cleveland)
“The Children’s Miracle Network Rainbow Babies and
Children’s Hospital Radiothon” – WDOK sponsored the inaugural Rainbow Radiothon in November in hopes of raising
funding for child life services at Rainbow Babies and Children’s Hospital. The two-day event featured morning show
personalities Trapper Jack, Terry Moir and Jim McIntyre
broadcasting live from the hospital, and helped raise more
than $325,000.
WQAL-FM (Cleveland)
“Q104 Pledge for Pets Radiothon” – Morning Show hosts Allan Fee and Rebecca Wilde hosted an 18-hour Radiothon that
helped raise more than $170,000 for the Cleveland Animal
Protective League and provided 100 animals with new homes.
CBS RADIO Dallas
“Byron Nelson PGA Tour Event” – The annual golf event, a
benefit for the Salesmanship Club Charities of Dallas, set at-
tendance records in May with a 250,000 turnout. CBS RADIO
Dallas sponsored the event with promotions and on-site
street teams, helping the event raise $6 million.
KRLD-AM (Dallas)
“KRLD Restaurant Week” – KRLD hosted the annual fundraiser for the North Texas Food Bank and Lena Pope Home.
Restaurant Week familiarizes diners with the region’s hottest
menus at $35 a person, with $7 of each meal going back to
support the charity.
KJKK-FM (Dallas)
“Toys for Tots” – 100.3 Jack FM partnered with the U.S. Marine Corp for its annual toy-collecting program, encouraging
listeners to bring a new toy during “Media Week” or to Jack
FM client locations.
KRLD-FM (Dallas)
“Christmas Is for Caring” – KRLD helped raise money dur-
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ing the holidays for North Texas’ Denton State School, which
serves 700 people with developmental disabilities, many of
whom do not have family to rely on. KRLD raised $200,000 to
purchase customized wheelchair-accessible vans to transport the residents.
KVIL-FM (Dallas)
Lite FM’S Christmas Is For Children Radiothon – Lite FM’s
“Christmas is for Children “ Radiothon was a three-day fundraising event with on-air information about Children’s Miracle
Network, which raised money for the station’s two leading
not-for-profit pediatric medical centers in North Texas - Cook
Children’s in Fort Worth and Children’s Medical Center
Dallas. The station broadcasted live from Children’s Medical
Center Dallas in December and raised more than $460,000.
WOMC-FM (Detroit)
“Dick Purtan Salvation Army Radiothon”– WOMC sponsored
the annual Salvation Army fundraiser, which helped collect
$2.26 million in donations and fed 18,850 people throughout
the year.
WWJ-AM (Detroit)
“Winter Survival Radiothon for THAW (The Heat and
Warmth Fund)” – In February 2009, WWJ held its sixth annual, 31-hour Radiothon to raise funds for families in danger of
losing their heat. The 2009 Radiothon raised over $395,000,
with local utility companies matching every dollar.
WYCD-FM (Detroit)
“Country Cares for Kids” Radiothon – WYCD held the annual
St. Jude’s Kid Marathon at Macomb Mall in December 2009,
helping raise $200,000 for the organization.
WXYT-AM/FM (Detroit)
“Gloves for Kids” – WXYT is a regular sponsor of “Gloves
for Kids,” a fundraiser run by the Tigers’ that gives needy children baseball gloves and equipment. WXYT encouraged its
listeners to make donations throughout the summer months
and helped collect more than 2,700 pieces of equipment.
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WRCH-FM (Hartford)
“Nite of Lite Laughter” – In honor of Breast Cancer Awareness
Month, WRCH held a comedy night at The Bushnell Theatre to
raise funds for the cancer unit at Hartford Hospital. Joan Rivers
was the host for the sellout crowd in October 2009.
WTIC-AM (Hartford)
“Jimmy Fund Sports Auction” – For one week each year,
WTIC auctions off sports packages to benefit The Jimmy
Fund, which helps fund cancer treatment for children and
adults at Boston’s Dana-Farber Cancer Institute.
CBS RADIO Houston
“Toys for Tots” – CBS RADIO Houston teamed with U.S. Marine Corps and Toys ‘R’ Us to help collect toys and money for
needy children during the holiday season. The station aired
call-ins, live and recorded messages and PSAs, helping to
collect more than 63,000 toys and $1,500 in donations.
KILT-FM (Houston)
“Bands for Brothers and Sisters” – The special concert
helped raise money to build homes for wounded veterans
of Iraq and Afghanistan. KILT donated more than $200,000 in
airtime, helping raise more than $160,000 for the soldiers.
KKHH-FM (Houston)
“Fun Razor” – HOT 95.7 teamed with Charity Chicks Houston for the annual fundraiser benefiting Autism Speaks. The
event encouraged participants to pay $50 for a haircut from
several of Houston’s top stylists at The Michael Saldana Salon,
with a portion of the proceeds benefiting the charity. In all,
more than $4,500 was raised.
KLOL-FM (Houston)
Adopt a Beach – Mega 101 teamed up with the Texas
General Land Office, which organizes the “Texas Adopt a
Beach,” to help clean Houston-area beaches. The station
supported this event with on-air announcements, features on
www.mega101fm.com and appearances at the event which
provided more than $15,000 in promotional support.
KLUC-FM (Las Vegas)
“Gown Town” – KLUC helped sponsor a prom dress resale
where gently worn gowns were cleaned and resold for just
$20 each, allowing underprivileged young women to attend
their proms in style. Proceeds from the sales went to HELP of
Southern Nevada, an organization that serves multiple community groups and charities in the southern Nevada area.
KMXB-FM (Las Vegas)
“Four Corners Food Drive” – KMXB Mix 94.1 helped raise
funds and collect food for the City Mission of Las Vegas during its canned food drive over Thanksgiving. Since 2007, the
station has helped collect more than 300,000 food items and
more than $100,000 in donations.
KMXB-FM (Las Vegas)
“Pet-A-Palooza” – KMXB invited local animal non-profit organizations that rescue animals to the event free of charge and
donated a part of the gate proceeds to those rescue groups
on-site. Over a nine-year period, Pet-A-Palooza has donated
more than $180,000 to animal rescue groups in the community and helped those groups find homes for thousands of
homeless animals.
CBS RADIO Los Angeles
CBS RADIO joined forces with the Los Angeles County Office
of AIDS Programs and Policies, the Magic Johnson Foundation, the County of Los Angeles Department of Parks and
Recreation and other AIDS service organizations for the largest HIV testing event ever held in L.A. The event was staged
on July 25, 2009, and included live entertainment, celebrity
appearances and education programs.
KRTH-FM/ KTWV-FM (Los Angeles)
“The 1st Annual People and Pets Food Drive” - Hosted by
KRTH and KTWV, the pet drive helped collect food for people and pets during the holiday season. With support from
KRTH and KTWV, the event helped inspire on-site pet adoptions and collected a truck full of food for those in need.
KAMP-FM (Los Angeles)
Jason Derulo Charity Event – On December 19, 2009, AMP
Radio partnered with the Giving Children Hope Foundation
to put on a free concert to encourage toy donations. The concert featured performances by Iyaz and Jason Derulo, and
helped collect more than 1,000 toys.
KCBS-FM (Los Angeles)
2009 JACK Open – In 2009 JACK FM partnered with Talk
About Curing Autism for the first ever JACK Open Golf
Tournament, which helped raise more than $25,000. TACA
provides information, resources and support to families affected by autism, and aims to speed up the cycle time from
diagnosis to effective treatment. JACK enlisted celebrity
golfer/rocker Alice Cooper to help support the cause.
KTWV-FM (Los Angeles)
“Jazz On The Grass” – KTWV sponsored this event for
the fifth consecutive year, benefitting The Jackie Robinson
Foundation (JRF), a non-profit organization dedicated
to creating opportunities for people of color in higher
education and leadership. The event featured live jazz, food
and a silent auction hosted by KTWV’s Morning Show Host
Pat Prescott.
KROQ-FM (Los Angeles)
“Kevin & Bean’s April Foolishness” – KROQ sponsored this
comedy event, which featured performances by Jay Mohr,
Sarah Silverman, Kevin Nealon, Patton Oswalt, Ray Romano,
Joe Rogan and Jeffery Ross at the Gibson Amphitheatre.
The event benefitted Boarding for Breast Cancer (B4BC),
a youth-focused education, awareness and fundraising
foundation, and The Pablove Foundation to fund pediatric
cancer research.
WCCO-AM (Minneapolis)
“Let’s Kick Hunger Day” – The inaugural Radiothon to
benefit Taste of the NFL and Second Harvest Heartland
raised more than $190,000, including pledges from 1,111
“Hunger Heroes.” Taste of the NFL is a local organization
that raises awareness and funds for hunger relief organiza-
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dren’s Specialty Healthcare and The MYTH in Maplewood
to sponsor a “Mock Stock “ concert in April, featuring six
cover bands. More than 2,000 listeners came out for the
event, helping raise $5,000 for Gillette Children’s Specialty
Healthcare.
CBS RADIO New York
“HUNGERTHON” – CBS RADIO’s New York stations, led
by WCBS Newsradio 880, Sports Radio 66 WFAN and
1010WINS, helped raise more than $500,000 to benefit the
work of World Hunger Year (WHY), an organization that
seeks to address the root causes of hunger and poverty. The
stations broadcast the Radiothon on November 24, with staffers manning phone banks from CBS’ Broadcast Center.
WCBS-AM (New York)
“Lincoln Tunnel Fun Run” – For 20 years, WCBS 880 has
supported the annual run as a fundraiser for New Jersey’s
Special Olympics. Every year, thousands of tri-state residents
turn out to run through the Lincoln Tunnel, which connects
New York and New Jersey.
At the entrance of New York’s Lincoln Tunnel for WCBS-AM’s annual fundraiser benefitting New Jersey’s Special Olympics.
tions nationally, and Second Harvest Heartland is the upper
Midwest’s largest hunger relief organization.
WLTE-FM (Minneapolis)
“Lite FM Prom Dreams” – As a benefit for underprivileged
high school students, Lite FM partnered with Ever After
Gowns to help collect dresses for young women to wear to
their proms. The two-month drive encouraged listeners to
donate their used prom dresses, helping collect 600 gowns.
KZJK-FM (Minneapolis)
Mock Stock – 104.1 JACK-FM partnered with Gillette Chil-
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WFAN-AM (New York)
“Boomer & Carton BGC Charity Day” – WFAN personalities Boomer & Carton sponsor a charity day every year, and
encourage listeners to donate money during the broadcast.
The fundraiser, which benefits area organizations, has raised
$10 million.
WINS-AM (New York)
The entire news staff of WINS-AM participates in the CBS
Adopt-a-School program. Last year the station adopted New
York’s High School for Environmental Studies, and annually
donates a $1,000 scholarship for a deserving student.
WXRK-FM (New York)
“Justin Bieber Food Drive” – WXRK partnered with the Food
Bank of New York for a contest that encouraged students to
donate non-perishable food items, with the winning school
getting a concert by teen pop star Justin Bieber. More than
150 schools entered, resulting in 150,000 pounds of food
raised for communities in need. The donations provided
more than 100,000 meals. Long Beach Middle School won
the contest with 27,014 pounds of non-perishable goods.
They hosted Bieber for an in-school performance on April 9.
WCBS–FM (New York)
CBS-FM teamed up with the Children’s Miracle Network in
2009 to sponsor a radiothon for the organization. Station personalities Dan Taylor, Deb Rodriguez, Mr. G and Broadway
Bill Lee all participated in on-site broadcasts from Schneider
Children’s Hospital on Long Island and Children’s Specialized Hospital in Somerset, New Jersey.
WJHM-FM (Orlando)
“Kicks for Guns” – 102 JAMZ encouraged listeners to turn in
guns with no questions asked, and helped give away sneakers
or gift cards in return. The campaign was sponsored by the
Orlando Police Department, Crimeline and WJHM.
WOCL-FM (Orlando)
“The Jim Payne Blue Ribbon 5k Run for the Kids” – 1059 SUNNY FM helped sponsor the first-ever race, which benefits
Kids House of Seminole, an organization which aids children
who are victims of abuse.
WYSP-FM (Philadelphia)
“Playground Build and Rock Auction” – WYSP teamed up
with the Philadelphia Eagles Youth Partnership to help build a
playground for an underprivileged school in the Philadelphia
area. WYSP supported the effort by building awareness for
the Playground Build and hosting its first-ever Rock Auction to
support the construction, which included a meet-and-greet
with Def Leppard, a limousine ride and tickets to a Pearl Jam
concert, and a backyard BBQ hosted by WYSP.
WOGL-FM (Philadelphia)
“98.1 WOGL Loves Our Kids Radiothon” – The annual fundraiser helped raise $419,010 for The Children’s Hospital of
Philadelphia, bringing its eight-year total to more than $3.8
million.
WPHT-AM (Philadelphia)
Michael Smerconish and The Big Talker 1210 AM
hosted a special Martin Luther King Day of Service with
a live broadcast from the Impact Thrift Store in Lansdale,
PA. Listeners of the program were encouraged to make
contributions to the store by cleaning out attics, closets,
basements and garages and donating their unneeded
items. Impact Thrift Stores distributes proceeds from the
items to more than a dozen local charities throughout
the Philadelphia area.
WPHT-AM/ KYW-AM (Philadelphia)
“Irish Pub Tour De Shore” – Big Talker 1210 Host Michael
Smerconish and Team 1210, along with KYW Newsradio,
sponsored the 22nd annual Irish Pub Tour de Shore, a
65-mile bike tour of scenic South Jersey. All funds raised
support the Irish Pub Children’s Foundation, dedicated
to raising funds for Philadelphia-based children-oriented
charitable endeavors.
WIP-AM (Philadelphia)
“The 4th Annual Keith Jones Invitational” - Keith Jones
hosted his forth annual Golf Invitational at White Clay
Creek County Club in Wilmington, Del. Former teammates and celebrity guests joined Jones to benefit Alex’s
Lemonade Stand Foundation, a non-profit organization
committed to fighting childhood cancer one cup at a
time.
KMLE-FM/KZON-FM/KOOL-FM (Phoenix)
“St. Jude Phoenix Give Thanks Walk” – CBS RADIO
Phoenix helped St. Jude Children’s Research Hospital
raise more than $30,000 by sponsoring its annual walk in
November.
KMLE-FM (Phoenix)
“Breakfast Show at Night” – KMLE personalities Tim Hattrick and Willy D. Loon hosted their 18th annual showcase in December, which featured performances from
musical artists and comedians. The event benefitted the
Tim and Willy’s Kid’s Fun-dation, a non-profit that makes
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donations to local charities serving underprivileged children
in Arizona.
KZON-FM (Phoenix)
“Montecito Community School Playground Project” – In October, with funding from the Real Gift Foundation, KZON-FM
helped build a new playground for the Montecito Community
School, whose original playground was destroyed by arson.
KZON-FM radio personalities Sugabear and Strawberry
worked alongside community members to build the new
playground.
KDKA-AM (Pittsburgh)
“Warmathon” – KDKA produced a live, two-day radio broadcast to help raise money for the Dollar Energy Fund, which
aids those in need of assistance by paying their utility bills.
The event raised $250,000.
WDSY-FM (Pittsburgh)
“WDSY Country Cares For Cops Concert” – When three
Pittsburgh city police officers lost their lives in the line of duty,
WDSY and local investment firm Hefern-Tillotson teamed up
to host a concert fundraiser for the Pittsburgh Fallen Heroes
Fund, which benefitted the officers’ families. The concert
featured the former lead singer of Lonestar, Richie McDonald
and Jimmy Wayne, and helped raise $15,000.
KHTK-AM (Sacramento)
“KHTK Charity Basketball Games with The Rise Guys” –
KHTK’s “Rise Guys” played four separate charity basketball
games against various Sacramento-area students throughout
the spring to help raise money for their schools, with the
fourth game benefitting HIV vaccinations for babies and
children in Africa.
KNCI-FM (Sacramento)
“Make-A-Wish Radiothon” – In August 2009, KNCI hosted its
annual two-day Radiothon for the Make-A-Wish foundation,
which included 100 silent auction items and call-in pledges.
The event raised $150,000.
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KSFM-FM (Sacramento)
“500 Dinners for 500 Families” – KSFM 102.5 teamed with
Deon Taylor Entertainment to give away 500 turkey dinners
to 500 families in need during Christmas.
KYMX-FM (Sacramento)
“Fight for Air Climb” – KYMX teamed up with the American
Lung Association for its inaugural Air Climb event, featuring
a timed stair climb enabling participants to climb the tallest
building in Sacramento. The event raised more than $80,000,
which went to research, education and advocacy to improve
air quality .
KSCF-FM (San Diego)
“Pinktober” – Sophie@ 103.7 joined forces with Hard Rock
Café for breast cancer awareness by hosting Pinktober parties and live music events for local, national and international
cancer charities. The station sponsored a party for the San
Diego Chapter of the American Cancer Society featuring a
performance by artist The Script.
KYXY-FM (San Diego)
“2009 Start! San Diego Heart Walk” – KYXY helped sponsor
the American Heart Association’s annual heart walk, which
raised $1 million for the organization.
KMVQ-FM (San Francisco)
“SJ Pride” – MOViN 997 celebrated the diversity of the Bay
Area by being a principal media sponsor of the San Jose
Pride. The station handed out prizes on site and encouraged
listeners to attend.
KCBS-AM (San Francisco)
“Best Buddies Challenge Ride” – KCBS helped sponsor the
annual “Best Buddies Challenge,” which featured hundreds
of riders cycling from Carmel to Hearst Castle to benefit
the Best Buddies organization, which seeks to create one
to one friendships, integrated employment and leadership
development for people with intellectual and developmental
disabilities.
KLLC-FM (San Francisco)
“Toys for Tots” – Alice @ 97.3 morning show hosts Sarah and
Vinnie teamed up with the Marine Corps Reserve to collect
toys for kids in need during the holiday season. The morning
show sponsored live broadcasts from drop-off sites and collected donations from its annual Alice in Winterland Holiday
concert. In all, the station helped collect 119,000 toys and
raised more than $95,000.
KMPS-FM (Seattle)
“St. Jude Radiothon” – KMPS held its 20th annual fundraiser
for St. Judes in March with an online auction and a benefit
concert featuring Bomshel and David Nail. The station dedicated two days of programming to the event, and encouraged 900 listeners to become “Partners in Hope” with the
Research Hospital, raising $500,000. The sum put the station’s
20-year total at more than $6.8 million.
KPTK-AM (Seattle)
“The Big Bail Out” – Every year, KPTK staffers and on-air host
Lee Callahan raise funds for the local non-profit group Rise N
Shine, which provides support to children affected by AIDS
and HIV. The organization sends the children to summer
camp and provides support groups hroughout the year.
KZOK-FM (Seattle)
“Bob Rivers Show” – KZOK encouraged listeners to sponsor
3,000 disadvantaged children from around the world through
the World Vision child fund. More than $160,000 was raised.
Since the station began working with World Vision in 2006
they have collected more than $4 million in contributions.
A group of 230 fundraisers who shaved their heads in support of children with cancer take a moment to smile as part of KYKY-FM’s “St. Baldrick’s Foundation Head Shaving Event.” In one day, the station helped raise $175,000.
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More than 50 staff members from
CBS RADIO stations in Washington,
D.C., volunteered time during the
city’s annual community service
event, “D.C. Servathon,” when teams
cleaned a park and planted trees.
KYKY-FM/ KEZK-FM/ KMOX-AM (St. Louis)
“Light the Town Pink” – To observe “Breast Cancer Awareness Month” CBS RADIO St. Louis helped sell more than
5,000 pink light bulbs as a benefit for the local Siteman
Cancer Center. The station encouraged listeners to light
their front porches pink in observance, helping to raise
$10,000 to fund the cancer center’s mobile mammography
vehicle.
KYKY-FM (St. Louis)
“St. Baldrick’s Foundation Head Shaving Event” – KY98’s
“Phillips and Company Morning Show” spent the month of
February raising funds for the St. Baldrick’s Foundation, an
organization working to find a cure for childhood cancer,
and publicizing its March 7 event where 230 fundraisers
shaved their heads in solidarity for the children. The oneday event helped raise $175,000.
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KEZK-FM (St. Louis)
“Christmas in July” – KEZK 102.5 dedicated the month of July
to hosting a food drive to benefit the St. Louis Area Foodbank.
The station encouraged listeners to drop off donations at various collection sites, amassing 8,866 pounds of food for the
area’s neediest families.
KMOX-AM (St. Louis)
“KMOX Cares” – Seeking to raise awareness and funds
for local St. Louis charities, KMOX gave seven of its onair personalities $1,000 in seed money to contribute to a
non-profit of their choice and had them encourage listeners to make their own donations over the next four months.
More than $50,000 was raised during that time, benefitting
organizations as varied as the American Heart Association,
the Visiting Nurse Association Hospice Care, the Multiple
Sclerosis Society’s St. Louis Chapter and the Emergency
Children’s Home.
WQYK-FM (Tampa)
“2009 St. Jude Radiothon” – WQYK dedicated two days of
programming to encourage donations to the St. Jude’s Children’s Hospital, including on-air testimonials from patients
and families and solicitations from country music stars. The
event helped raise $198,324 for St. Jude’s.
WRBQ-FM (Tampa)
“Mason Dixon Christmas Wish” – Q 105 morning show host
Mason Dixon continued his holiday campaign to help disadvantaged families struggling over the holiday season. The
host read letters from deserving families over the air, then
encouraged listeners to make donations, often personally
buying items for those in need.
WYUU-FM (Tampa)
92.5 MAXIMA, the only FM Spanish Language station in
Tampa, joined forces with the Hillsborough County Sherriff’s
office for an all-day broadcast outside of a Tampa Bay Area
Wal-Mart to gather toys for needy children in the high density
Hispanic Area. WYUU was able to fill a complete semi truck
for the Sherriff’s office through a one-day broadcast.
WPGC-FM/ WJFK-FM/ WLZL-FM/ WIAD-FM
(Washington, D.C.)
“Coats Blankets Scarves” – CBS RADIO D.C. stations teamed
up in December to provide coats, blankets and scarves
(CBS) to those less fortunate throughout the D.C. area. Staffers collected the items from multiple locations, and also
broadcast from the collection sites, encouraging listeners to
make donations.
“D.C. Servathon” – More than 50 CBS RADIO staff members
participated in the annual community service event in March
2009 by cleaning the city’s Marvin Gaye Park and also planting 50 trees.
WPGC-FM/ WLZL-FM (Washington, D.C.)
“Operation Pretty and Polished” – WPGC and WLZL helped
sponsor the annual prom attire giveaway in April, enabling
less fortunate teens to attend their schools’ events in style.
The stations partnered up with State Farm, which served as
the collection sites; Zipps Dry Cleaning, which cleaned all the
donated items, and local police departments, which provided
safety tips. For two Saturdays before the prom, more than 800
students had the opportunity to get gowns, shoes, tuxedos,
free haircuts, hairstyles, corsages and make up.
WPGC-FM (Washington, D.C.)
“Turkey Trot” – On-air staff from WPGC participated in a
seven-hour event, delivering Thanksgiving dinner by caravan
to needy families throughout the Metro D.C. area. More than
150 families and seniors received dinner with all the trimmings, including fresh fruits and vegetables.
WNEW-FM (West Palm Beach)
“6th Annual Sickle Cell Toys Drive” – B106 helped support
the annual Urban League fundraiser with on-air personality
Patrice broadcasting for two days from the collection site,
urging listeners to donate toys and cash. Proceeds support
the Sickle Cell Foundation of Palm Beach.
WIRK-FM (West Palm Beach)
“K.D.W. Offshore Fishing Tournament” – WIRK helped launch
the inaugural fishing event as a fundraiser to benefit the
Coastal Conservation Association. The tournament helped
attract more than 3,000 listeners and more than 400 fishermen, and helped raise more than $10,000 for CCA.
WPBZ-FM (West Palm Beach)
On February 12, 2009, crew from the Morning Buzz show
collected donations for U.S. service men and women fighting
overseas. The station broadcast live from the collection site
and helped collect items like toilet paper, eye drops and
books for the soldiers. The crew took to the air waves again
on July 24 to collect toys for critically ill children at the Children’s hospital at St. Mary’s Medical Center.
Local News & Information
WVEE-FM (Atlanta)
Get Fit & Be Healthy – WVEE launched a monthly campaign
that informed and educated their listeners on various health
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issues, preventative care, nutrition, fitness and overall healthy
living. The campaign included on-air vignettes, interviews, a
customized Web page, a station-produced health guide distributed at 134 Kroger stores in the Atlanta Metro and on-site
partnerships with health organizations such as The American
Cancer Society, American Red Cross, The Kidney Foundation, The Lupus Foundation and more.
WAOK-AM (Atlanta)
WAOK Business Network – WAOK provided a monthly
program that allowed small business owners the opportunity
to network and promote their business on-air, online and onsite. Each month, WAOK ran on-air vignettes and interviews
showcasing a different business. They also presented quarterly on-site networking events to educate business owners
and entrepreneurs on how to grow their businesses on the
WAOK Business Network listing.
WBZ-AM (Boston)
“Talk the Vote” – As the U.S. Senate race to replace Ted
Kennedy’s seat intensified in Boston, WBZ Newsradio 1030
brought together all four candidates for a special broadcast
of the station’s weeknight talk show, “NightSide with Dan
Rea.” The live discussion was moderated by WBZ’s Rea and
included an audience that asked the candidates hard-hitting
questions. Listeners of the broadcast were also encouraged to
call-in.
“WBZ-AM Business Breakfast Series” – WBZ conducted
three events in 2009, all free and open to the public. Hosted
by WBZ’s New England Business Editor Anthony Silva, each
event focused on a different business subject and was attended by 800-1,200 listeners, most of whom were Bostonarea CEOs, executives, small business owners and leaders.
On February 11, WBZ hosted an up-close and personal
discussion with Founder and President of Virgin Group, Sir
Richard Branson.
WCCO-AM (Minneapolis)
“The WCCO Radio-Popp Good Neighbor Award” – For
more than 44 years, this daily award, which airs three times a
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day on WCCO Radio, has honored citizens of Minnesota who
do good deeds. Nomination forms are on the station’s Web
site and are given out at events. Morning News host Dave Lee
reads the award live each morning and pre-recorded versions air throughout the day.
“Good Morning Minnesota” – Every Friday, Minnesota Governor Tim Pawlenty hosts a show to discuss various local and
national issues. The show was designed as a town hall-style
program for citizens to listen, be informed and discuss issues
with their governor.
KYW-AM (Philadelphia)
KYW Newsradio’s Medical Editor Dr. Brian McDonough
conducted a panel on H1N1 in the Workplace which raised
concerns about workplace safety. The discussion included
experts from health, legal, IT and human resources fields
who tracked up-to-the minute developments surrounding the
H1N1 virus.
KCBS-AM (San Francisco)
“KCBS Quake Preparedness” – In a six-part series marking
the anniversary of the Loma Prieta earthquake, KCBS reporter Doug Sovern examined California’s state of preparedness.
WLLD-FM (Tampa)
Wild 94.1’s Orlando Davis traveled to Haiti for three days
to report on the earthquake’s aftermath and to also in turn
encourage listeners to donate to either the Red Cross or
Wyclef Jean’s Yele Haiti foundation. This was accomplished
through on-air announcements, social network interactions
and online posts. During his visit, Davis called in reports
to at least 22 of the 130 CBS Radio stations across the U.S.,
including WLLD-FM 94.1 and the New York, Chicago, Los
Angeles, Atlanta and Washington, D.C. markets.
Commitment to Artists
WZGC-FM (Atlanta)
“Inside Eddie’s Attic’ – Each Sunday evening, dave fm presents Inside Eddie’s Attic, an hour-long feature of some of the
best live music performances from the historic local music
venue, hosted by founder Eddie Owens. Located in Decatur, Ga., Eddie’s Attic is a local music venue that serves as
a springboard for local artists who have gone on to receive
national recognition, including John Mayer, Sugarland and
Shawn Mullins.
“Virginia-Highland Summerfest” – On June 6 and 7, WZGC
partnered with the Virginia Highland Civic Association to
produce “Summerfest 2009,” one of Atlanta’s longest-running
arts and music festivals. The two-day event included live
performances from 15 local musicians.
WZLX-FM (Boston)
“WZLX Sunday Morning Blues Show” – WZLX Sunday Morning Blues Show features performances by local, undiscovered blues artists. Its popularity convinced the station to
expand its time to three hours every Sunday.
WPEG-FM (Charlotte)
“The Next Big Thing” – Every Tuesday morning WPEG
spotlights the music of local and independent artists, and
welcomes critiques by the listening audience.
WTIC-FM (Hartford)
WTIC-FM’s Acoustic Café series showcases new and upcoming talent performing live for the radio station audience.
WTIC-FM also co-sponsors several local band competitions
where unsigned, local acts compete to be named the “Best
of Hartford.” The station sends out on-air personalities to host
the events and promotes the artists on the air.
WZMX-FM (Hartford)
WZMX broadcasts a show on Saturday nights featuring local
artists who have submitted their music to compete with other
local artists. The “Saturday Night Showdown” is a unique way
to showcase Hartford’s best talent.
KILT-FM (Houston)
“KILT New Music Challenge” – 100.3 KILT plays a new music
challenge each weeknight, pitting two new artists against
each other and asking listeners to vote for who they like best.
KROQ-FM (Los Angeles)
“KROQ Locals Only” is a specialty show that airs every
Sunday night and focuses on showcasing unsigned and local
artists.
WCCO-AM (Minneapolis)
“Center Stage” – The weekly show, airing every Sunday,
gives local musicians a forum to share their latest work, the
story behind it and a venue to hear it.
WJHM-FM (Orlando)
“Home Grown JAMZ” – Local artists are encouraged to send
a sample of their music along with bio information that the
station posts on the Home Grown page on JAMZ’s Web site.
WDSY-FM (Pittsburgh)
“WDSY Hosts Local Bands” – In an effort to support new and
upcoming artists, WDSY continually welcomes new artists
into its offices to perform for the staff and programming
department at lunch time. Some of the artists that have performed are: Due West, Steel Magnolia, The Band Perry, Fast
Ryde, Lee Brice, Julia Burton, Bill Gentry, David St Romain,
The Haters, Emily West and Danny Gokey.
KNCI-FM (Sacramento)
KNCI personalities Pat & Tom held multiple contests in 2009
to promote music in Sacramento’s schools, including “Band
Camp,” which encourages local school bands to submit
songs. The submissions are then posted on the KNCI Web
site, with the most popular winning a $500 gift certificate to
Skip’s Music.
KZZO-FM (Sacramento)
“Zone Unsigned” – The weekly program embraces local
bands with an on-air feature called Zone Unsigned. Local
bands are able to submit music samples throughout the
week and then on Sunday nights. The Zone features the best
music from Sacramento’s local, unsigned bands.
KITS-FM (San Francisco)
LIVE 105 is committed to supporting the Bay Area local
71
band community; its At LIVE 105’s BFD summer festival
features performances by six local bands, and also sponsors
a local band competition each year with the winner getting to
open the station’s “Not So Silent Night “ winter concert.
KYKY-FM (St. Louis)
“Studio 98” – Since 2006, Y98 has hosted a series of performances geared to creating an up-close and personal experience for listeners to enjoy an acoustic performance, question
and answer session, and meet and greet with up-and-coming
artists. Each series boasts five to seven performances that listeners can’t see in concert. Some artists that have performed
at Studio 98 are St. Louis local group CAVO and Missouri
Native Matt Wertz. Additional featured recording artists Eric
Hutchinson, Colbie Callait, KT Tunstall, Rick Springfield, Goo
Goo Dolls, Natasha Bedingfield and John Ondrasic from Five
for Fighting have all also performed.
KJAQ-FM (Seattle)
Jack’s First Annual Make Jack Laugh – local comedians were
featured on-line and the final five contestants performed in
a show at the Snoqualmie Casino. The winner was awarded
$1,000 in prize money.
WSJT-FM (Tampa)
WSJT has always supported local artists in its community, and
each year helps give them exposure with two concerts open
to the public. In addition the station’s monthly jazz series
features the music of local performers.
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FOCUS Chicago’s 670 The Score helped local schools’
athletic programs whose budgets were slashed in tough times
itself the victim of budget cuts. The Score’s “The Danny Mac
Show” stepped up and held a fundraising drive at a nearby Wireless Vision store where they helped collect enough funds to pay for
baseballs, volleyballs, basketballs and footballs for the students in
the program.
With most of its funding devoted to academic programs, the Northwest Middle School in Chicago found it was unable to support its
athletic teams; its players were forced to use equipment from as
far back as 1991. The Score’s “Boers & Bernstein Show” sprung
into action by hosting a fundraising drive from the Westwood Tap
in nearby Schaumburg, and encouraged the school’s alumni to get
Chicago’s 670 The Score helped local schools’ athletic programs whose budgets were slashed in tough times
involved. They helped raise enough funds to buy new equipment
for the students.
Finally, to help support a wrestling program at Chicago’s Howe
While many CBS RADIO stations concentrate their public service
School of Excellence (located in an extremely high crime and im-
on fundraisers and charity drives, 670 The Score (WSCR-AM) used
poverished area of the city), The Score’s “Lawrence Holmes Show”
its muscle to help fund school athletic programs suffering from
used its audience to help solicit donations to buy new wrestling
budget cuts.
equipment. Dick Pond, the proprietor of a local athletic store, was
so moved by the effort that he outfitted the entire team with new
During the ’09 Holiday Season, 670 The Score hosted its annual
equipment. Shortly after receiving the donation, the team won the
sporting goods drive, benefiting local schools and children’s orga-
city wrestling championships.
nizations throughout Chicago. Score personalities Mully & Hanley,
Mac & Spiegel, Boers & Bernstein and Lawrence Holmes matched
the most deserving up with donations, and also adopted four
schools during the “Sporting the Spirit Promotion” drive.
Then, when the School Board of Salem, Wis., found itself unable
to purchase new sporting equipment for student athletics, The
Score’s “The Mully & Hanley Show” held its own “Sporting the
Spirit” Drive, which broadcast live from Chicago’s Union Station
and helped raise money for the schools to buy new sporting gear.
Later, the ROE Alternative Program of Lake County, Ill., also found
73
cbs outdoor has a
proud tradition of
giving back
to the communities it serves
CBS Outdoor
SECTION
09
As one of the world’s largest out-of-home media companies, CBS
Outdoor has a long history of industry leadership and community
service. The media enterprise serves communities across the continent, large and small, from highway billboards to transit shelters to
railway stations.
The company’s footprints also span the globe, from the U.K. and Ireland to France, Italy, Spain and South
America. It is in those places that the company has used its dominance to foster good, from donated media,
to charitable donations and sponsoring community events and charity drives.
With more than 1 million signs in its portfolio, CBS Outdoor has a proud tradition of giving back to the communities it serves, and here are just a few examples:
New York, NY
•American Cancer Society Breast Cancer Walk, October
2009 (donated more than $2,400)
•New York Cares Winter Wishes - Provided gifts for shelters,
December 2009 (donated $2,000)
•Battered Women’s Shelter - Provided gifts for moms and
children, December 2009 (donated $500)
•NY Cares Community Service Day, April 2010
•St. Jude Children’s Hospital (donated space 2009)
•United Negro College Fund (donated space 2009)
•National Kidney Foundation (donated space 2009)
Phoenix, AZ
•Special Olympics Arizona, 2010 CBS Outdoor Putting Challenge (event donation $10,000)
•National Football Foundation Scholar Banquet, March 2010
(table $7,500)
•City Harvest (donated space 2009)
•PETA (donated space 2009)
•Boys & Girls Club of Greater Scottsdale, January 2010
(event donation $5,000)
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One of several billboards posted
across the country in support of an
AIDS awareness effort spearheaded
by the Kaiser Family Foundation. The approximate value of
the 2009-2010 campaign was
$1,145,494.
•Fresh Start Fashion Gala, February 2010 (event donation
$1,250)
•Scottsdale Charros Giants, March 2010 (event donation
$1,080)
•Hands On Phoenix Serve-A-Thon, April 2010 – 22 employees painted a wall mural, classroom and multipurpose room
(donated more than $500)
Flint, MI
•Big Brothers, Big Sisters Bowling Challenge – employees
formed two teams to raise money and awareness; donated
ad space in February 2009 ($4,900)
Orlando
•Christian Service Center Outreach – Employees served
meals to the homeless and painted the centers’ administrative offices in August 2009 (donated more than $500)
76
Dallas
•Bea’s Kids – Holiday gifts for families in need, December
2009 (donated $1,000)
Minneapolis/St. Paul
•Wells Fargo Silent Auction, November 2009 (donated four
Minnesota Wild hockey tickets)
New Jersey
•National MS Society Walk (donation $3,500 plus ad space)
•Food Bank of New Jersey (canned goods donations)
•Operation: Appreciation, December 2009, employees
donated items for care package sent to the troops stationed
overseas (estimated value $5,000)
San Francisco
•Alameda County Family Justice, October 2009 (donation
$2,500)
•Stanford Cancer Center, December 2009 (donation $6,300)
•Allen Temple Church – September 2009 (full grant $3,500)
Atlanta
•Fox Foundation (donated space)
•Foundation for a Better Life (donated space)
•United Way (donated space)
Chicago
•Noah’s Hope Foundation, December 2009 (donated space
$6,375)
•Ronald McDonald House, July 2009 (donated space
$15,000)
San Diego
•San Diego State University, January-March 2010 (donated
space $15,000)
77
showtime has a long history of being
actively involved with a number of
community organizations
and contributing to numerous charities
Showtime
SECTION
10
For more than 30 years, SHOWTIME has been in the premium television
business offering viewers cutting-edge original series, thought-provoking original movies, insightful documentaries, first-run theatrical motion
pictures, special live music and comedy events, world-class boxing, and
most recently mixed martial arts, INSIDE THE NFL and INSIDE NASCAR.
The current slate of immensely popular SHOWTIME series, including DEXTER, WEEDS, CALIFORNICATION,
NURSE JACKIE, THE TUDORS and UNITED STATES OF TARA, has brought the network unprecedented critical
acclaim, viewership buzz to match and broken new ground in scripted television.
Among the new series SHOWTIME will add to its line-up are THE BIG C starring three-time Emmy® winner
Laura Linney as a wife, mother and teacher who upends her life after receiving a terminal cancer diagnosis,
THE BORGIAS starring Oscar® winner Jeremy Irons and based on the infamous Italian Renaissance family, and
SHAMELESS, with Oscar® nominee William H. Macy, which follows a working-class family in Chicago making
ends meet during the challenging times of today’s recession and especially with an alcoholic patriarch.
Showtime Networks Inc. (Showtime Networks or the Company)
has always been very progressive and forward-thinking with respect to both its programming and sense of social responsibility. The Company has a long history of being actively involved
with a number of community organizations and contributing to
numerous charities. Showtime Networks was at the forefront
in embracing diversity and promoting HIV/AIDS awareness,
breast cancer activism, employee volunteerism and other community outreach efforts.
Programming
SHOWTIME was one of the first cable television networks to
make a concerted effort to create and air programming for and
about traditionally underserved audiences, specifically, members of the Latino, African-American and gay communities. The
Company welcomes the participation of talented artists from
these groups both in front of and behind the cameras. In its series and original movies, SHOWTIME has also tackled important
subject matter including HIV/AIDS, child abuse, discrimination
and hunger in America, to name but a few.
79
While programming on important issues is part of the SHOWTIME line-up throughout the year, during certain months or
days, such as Black History Month and World AIDS Day, SHOWTIME often features programming that educates and informs its
viewing audience. For example, during Black History Month in
February 2010, SHOWTIME aired:
BLACKS WITHOUT BORDERS: CHASING THE AMERICAN
DREAM IN SOUTH AFRICA – A documentary about a group of
African-American entrepreneurs who bring principles of free
enterprise to business efforts in South Africa.
WHY WE LAUGH – A documentary offering a critical examination of the cultural influence of black comedy and its evolution
in America.
THE GREAT DEBATERS – A theatrical motion picture starring
Denzel Washington as a college professor who challenges the
entrenched racism of the 1930s by assembling and training
an African-American debate team who make their way to a
national championship.
Also during Black History Month, SHOWTIME featured numerous shorts from Scenarios USA, a non-profit organization based
in New York City that uses writing and film to foster youth
leadership and self-expression among students in marginalized
communities. The young filmmakers tackle topics that affect
their lives such as HIV/AIDS, pregnancy, peer pressure, drug/
alcohol use, domestic violence and gender.
Outside Black History Month, SHOWTIME has long aired programming that deals with race relations. Recently, the Network
aired:
THE COLOR OF FREEDOM – a film that tells the story of the
friendship that developed over many decades between imprisoned South African political activist Nelson Mandela and his
captor, a warden who grew up a bigoted white supremacist.
SHOWTIME’s socially responsible programming also has
included many recent movies and documentaries that bring
80
home the devastating effects of war and violence. A few examples include:
BROTHERS AT WAR – A documentary covering the lives of
brothers serving in Iraq in the same Army unit.
MUSIC WITHIN – A deaf Vietnam veteran encounters persecution, bigotry and ignorance on the difficult road to becoming an
advocate for the disabled.
SHOWTIME series have also covered issues about health, mental illness, gender identity and subjects such as morality and
vigilantism. UNITED STATES OF TARA deals with a mother who
suffers from dissociative identity disorder (D.I.D. or multiple
personality disorder).
In conjunction with UNITED STATES OF TARA, SHOWTIME
aired an editorial special WHAT IS D.I.D.? featuring a Q&A with
Dr. Richard P. Kluft, renowned author and psychiatrist specializing in D.I.D. This program was awarded the 2009 Media
Award by the International Society for the Study of Trauma and
Dissociation (ISSTD).
The SHOWTIME series NURSE JACKIE has dealt with the
subject of euthanasia, just one of the important medical issues
the series tackles. NURSE JACKIE has also been lauded for its
progressive story line about a main character (Dr. Cooper)
who grew up with two lesbian mothers.
For gay pride month in 2010, SHOWTIME aired the special
PRIDE: THE GAY AND LESBIAN COMEDY SLAM and other
recent programming dealing with LGBT issues, includes the
documentary TRINIDAD, which examined a small Colorado
town that has become the sex change capital of America despite the hostility of many of its citizens.
Another popular SHOWTIME series, DEXTER, was honored
with a Peabody Award in 2007 for, in the words of the awards
committee, “delving so deeply into moral quandary,” and asking “how far we are willing to go in our frequent celebration of
vigilante justice in popular culture.”
Additional SHOWTIME documentaries and special programming that shed light on health-related issues include:
LOVE IN A TIME OF HIV – a documentary, which aired on
World Aids Day, that profiled people around the world dealing
with the impact of being HIV positive.
DAD’S IN HEAVEN WITH NIXON – Timed to coincide with National Autism Awareness month, this documentary chronicled a
family’s struggle to heal a son’s brain damage and autism.
THE BUSINESS OF BEING BORN - This documentary focused
on the American medical industry’s childbirth practices and
how they affect the health of mothers and newborns.
AWAY FROM HER – This theatrical film, starring Julie Christie,
highlighted the ravages of Alzheimer’s disease.
Diversity
Showtime Networks was a forerunner among companies in
championing diversity, and continues to make diversity a priority in its workplace and programming.
The Company is a strong supporter of several non-profit industry organizations that work to increase diversity in the cable,
satellite and telecommunications businesses. These include
NAMIC (National Association for Multi-Ethnicity in Communications), the Walter Kaitz Foundation administered by the NCTA
(National Cable Television Association), the T. Howard Foundation (THF) and Women in Cable Telecommunications (WICT).
Showtime Networks has also been a big advocate for gay rights
and was one of the first companies to offer same-sex partner
benefits. The Company provides financial and in-kind support to a number of organizations that fight for equal rights in
the LGBT community, including the Gay and Lesbian Alliance
The SHOWTIME hit original series
UNITED STATES OF TARA explores
multiple personalities and was
awarded the 2009 Media Award
by the International Society for the
Study of Trauma and Dissociation
(ISSTD) for its depiction of the
condition.
81
Against Defamation (GLAAD), the Human Rights Campaign
(HRC) and Power Up.
“College Survival Skills,” to help the students get ready socially,
emotionally and academically for their freshman year of college.
In 2009, Showtime Networks donated $300,000 to sponsor
key LGBT events nationwide. The network partnered with the
Human Rights Campaign for a number of events including
premiere screenings in 48 cities nationwide attended by more
than 21,000 guests for the final season of THE L WORD, and also
served as a sponsor for 24 nationwide gay pride events. Showtime Networks also sponsored some of the most recognized
LGBT film festivals in the country, including the Newfest Film
Festival in New York, The Reeling Film Festival in Chicago and
Outfest Film Festival in Los Angeles.
The T. Howard Foundation (THF) recruits women and people
of color to serve as interns in companies in the multimedia
and entertainment industries. Showtime Networks has been
participating in the THF intern program for quite some time,
employing on average two to three interns per year, some of
whom have gone on to become permanent employees. Showtime Networks has been such a committed supporter of the
organization that several years ago Matt Blank was honored at
the T. Howard Foundation’s annual gala.
A number of executives at Showtime Networks have served on,
and are currently members of, the Boards of Directors of organizations that promote diversity. Matt Blank, Chairman and CEO,
currently serves on the FCC diversity committee. Ray Gutierrez, Executive Vice President, Human Resources and Administration, is on the Board of Directors of NAMIC. Gwen Marcus,
Executive Vice President, General Counsel, is Co-Chair of the
Board of Directors of New York City’s Lesbian, Gay, Bisexual
and Transgender Community Center. Tom Hayden, Executive
Vice President /General Manager of Smithsonian Networks
(a venture between Showtime Networks and the Smithsonian
Institution), is on the Board of the T. Howard Foundation, along
with Kelly Parker, Vice President, Point of Sale at SHOWTIME
Networks. Sara Clarke, Senior Vice President, Strategy, Analysis
and Communication, is a Director at Large for the New York
Chapter of WICT and on the organization’s Executive Mentoring Program Committee. Senior Vice President, Distributor
Marketing, Laura Palmer serves as a mentor for female executives through WICT, and Kelly Lanier, Account Manager, has
been actively involved in WICT’s Greater Texas chapter and on
its Board of Directors.
Sara Clarke and Sharon Whitt, Senior Vice President, Counsel,
Business Development, Sales and Marketing, both volunteer at
the Young Women’s Leadership School of East Harlem where
they counsel seniors in the school’s Jumpstart to College
program. This includes participating in workshops such as
82
A number of the above organizations present annual awards
to cable networks whose programming promotes diversity.
SHOWTIME programming has frequently been nominated and
won numerous awards. Most recently, the SHOWTIME series
UNITED STATES OF TARA was nominated by GLAAD for a
2010 Media Award for “Outstanding Comedy Series.” The
award is given to programming that promotes fair, accurate and
inclusive LGBT images. Over the years, THE L WORD was nominated multiple times by GLAAD and won the Media Award for
“Outstanding Drama Series” in 2006. Ilene Chaiken, executive
producer behind the groundbreaking and long-running THE
L WORD, was honored by GLAAD in 2009, and will soon bring
the first gay-themed reality series on premium television to
SHOWTIME, entitled THE REAL L WORD. The series premieres
on SHOWTIME in June 2010.
Gwen Marcus, Executive Vice President, General Counsel,
serves as Co-Chair of the Board of Directors of NYC’s LGBT
Community Center, and has been honored by The Center at
its annual “Women’s Event.” The Center’s programs serve the
entire multi-faceted LGBT community of New York City, including
LGBT adolescents and LGBT people in need of various social
services. Marcus also serves on the Board of Trustees of the
Theatre Development Fund whose mission is to support theatrical works of artistic merit, and to encourage and enable diverse
audiences to attend live theatre and dance, including people
with disabilities and inner-city students.
Several senior executives have received recognition in trade
magazines, CableFAX and Multichannel News, for their efforts
on behalf of diversity. Ray Gutierrez and Pearlena Igbokwe,
Senior Vice President, Programming, have been profiled in CableFAX as two of the Top 50 Minorities in Cable in the past two
years. Igbokwe was chosen by Multichannel News to be part
of the Wonder Women Class of 2010, featured in the magazine
and honored at its annual luncheon. Igbokwe, who emigrated
from Nigeria at age six, has made a point of providing advice
and guidance to other women and people of color.
Several Showtime Networks executives, Ray Gutierrez, Sara
Clarke and Clara Felix, Vice President, Consumer Research,
have been asked to speak on NAMIC panels and been featured
speakers at other events on the topic of diversity. Gwen Marcus
has addressed high school students about LGBT issues, including how LGBT people have been portrayed in the media.
First Amendment Support
Showtime Networks also contributes to several organizations
that work to protect First Amendment rights. These include
People For The American Way, The Creative Coalition and the
Media Law Resource Center. Matt Blank is currently on the
Board of the Creative Coalition.
Community Outreach
For many years, Showtime Networks has supported of a number of community-based organizations. Principal among them
are the Harlem Children’s Zone (HCZ), which helps disadvantaged children and families in Harlem, and PENCIL (Public
Education Needs Civic Involvement in Learning).
Showtime Networks has funded an HIV/AIDS prevention program at HCZ to educate teenagers in the Harlem community,
one of the areas in New York City hardest hit by the epidemic.
Hundreds of at-risk teens now have a greater understanding of
the disease and greater empathy for those afflicted. Part of this
program has included an annual “Health Summit,” coordinated
at the Harlem Children’s Zone, where approximately 200 teens
have gathered to listen to guest speakers, including medical professionals, and to discuss HIV/AIDS prevention among
themselves in workshops. The students have also participated
in a poster contest sponsored by Showtime Networks for National HIV Testing Day in June. The posters, which were printed
by the company and displayed throughout Harlem, encouraged residents to take advantage of free testing at various
neighborhood clinics.
For almost 10 years, Showtime Networks has also sponsored a
basketball tournament at the Harlem Children’s Zone. Recognizing a need for after-school activities, Showtime Networks
employees came up with the idea of a basketball tournament,
which has been an immensely popular and on-going spring
event ever since. The tournament also emphasizes the importance of academic achievement and includes a community
service component.
In January 2009, in conjunction with President Obama’s inauguration and call for community service, HCZ hosted an
event dubbed “Harlem 100: 100 Days of Peace and Purpose.”
Volunteers participated in clean-up, fix-up and painting projects
throughout Harlem. To kick off the days of service, a number
of invited speakers, including actor Michael Ealy, addressed a
group of supporters, parents and students. Showtime Networks
volunteers, along with Ealy, then spent the afternoon painting
murals inside a public housing complex.
Showtime Networks is also a supporter of PENCIL, a non-profit
organization which assists NYC public school children by encouraging corporate leaders to participate in its “Principal For
A Day” which includes Showtime Networks executives visiting
schools in Brooklyn, Queens and the Bronx in efforts to improve
the New York City education system. Showtime has donated
equipment to the schools, funded trips for academic purposes
and sponsored other beneficial programs, such as a video
contest. Gutierrez was invited to be a graduation-day speaker
at the Brooklyn school (the High School for Enterprise, Business
and Technology), served as a judge at the school’s science fair
and received an award from the school in June 2009 for all of his
efforts. He also helped students obtain funding for trips to the
Netherlands to learn about the work of the United Nations.
83
Sara Clarke, (far left), Senior Vice
President, Strategy, Analysis and
Communication, Showtime Networks
Inc., with high school seniors at The
Young Women’s Leadership School
of East Harlem. Clarke provides
advice and counsel to students at
this school where 100 percent of
the students have been accepted
to college for more than 10 years
in a row.
84
Showtime Networks offices outside New York are involved with
various charities in their respective communities. In the Los
Angeles office, Tracey Wolfson, Vice President, Operations and
Distribution, has enlisted the support of her colleagues to assist
a number of organizations. For the Downtown Women’s Center
in Los Angeles, she has arranged the donation of equipment
that would otherwise be recycled. To aid L.A. Family Housing,
Wolfson has collected clothes and toiletries from co-workers
and donated them, along with DVDs of SHOWTIME programming, to the residents. She has also gathered unwanted
Emmy® screeners from L.A. executives and sent them to
the Academy of Television Arts & Sciences Emmy Donation
Program, which sends the screeners to U.S. troops overseas
through Project Hollywood Cares.
ity, the Fresh Air Fund, and the Salvation Army, specifically
donating food for the Salvation Army food drive. Every year, the
office of Sharon Whitt, Senior Vice President, Counsel, Business
Development, Sales and Marketing, takes on the appearance
of a grocery store as a result of her efforts collecting canned
goods from fellow employees for this worthy cause.
Elsewhere, Showtime Networks employees throughout the
country have assisted organizations such as Habitat for Human-
Breast Cancer Activism
Showtime Networks employees on the West Coast have raised
Showtime Networks employees participate in the Big Brothers
Big Sisters program, and this year Ken Todd, Vice President,
Content, Digital Media, is on the fundraising committee for the
Workplace Mentoring Program Race for the Kids which benefits the New York City chapter of the BBBS. Similarly, Showtime
Networks employees join other CBS employees in the annual
AIDS Walks in New York City and Los Angeles.
money for, and participated in, the Susan G. Komen Foundation Race for the Cure. The Foundation is dedicated to breast
cancer education and research about causes, treatment and
the search for a cure. When a character on the SHOWTIME
series, THE L WORD, passed away from breast cancer in a
story line several years ago, SHOWTIME referred viewers for
more information on the disease to the Susan G. Komen Breast
Cancer Foundation and the Mautner Project, a health service
for lesbians.
For the past two years, Showtime Networks has participated in
Comcast’s Pink Ribbon campaign which makes programming
about breast cancer available on-demand and online after
it has aired on its network of origin. Comcast specifically requested the episodes of THE L WORD that had a breast cancer
story line because of their informative and moving portrayal of
the ramifications of this disease.
In a testament to the positive impact that programming can have,
an anonymous donor was so moved by THE L WORD breast
cancer story in which one of the main characters, a tennis athlete
named Dana (played by Erin Daniels) died of breast cancer,
she gave $1 million to the Dr. Susan Love Research Foundation
to create an “Erin Daniels and Leisha Hailey Fund for Breast
Cancer.” (Leisha Hailey played Alice, Dana’s girlfriend.) This was
the largest single donation in the Foundation’s history. The donor
also committed to match donations to the Foundation on a dollar
for dollar basis. “I was honored to tell Dana’s story,” says Daniels,
“and despite her sad and tragic end, she was no less inspiring.
As Dana, I heard many stories we were not able to tell. I spoke
with many women who fight breast cancer every day, and who
survive with fierce determination, courage, hope, grace and love.
These women inspire me. And for that opportunity, I am thankful.”
Additional Activities & Charitable
Contributions
SHOWTIME is a commercial-free network, but has aired public
service announcements and, on occasion, telethons. As a result
of the Company’s commitment to fighting HIV/AIDS, SHOWTIME has aired PSAs on this subject. Additionally, PSAs were
aired in response to the devastating wildfires in California
several years ago. The Company has also informed viewers
through PSAs about parental control of cable channels. With
regard to telethons, most recently SHOWTIME, along with CBS
and many other major networks, aired the Hope For Haiti telethon after the devastating earthquake in Haiti in January 2010.
The Company makes significant contributions to a host of
charitable organizations. Recently, as a result of a unique event,
dubbed the Nurse Jackie RX Games, Showtime Networks
contributed $100,000 to charity. The Games were held in March
2010 in support of the second season premiere of the series.
Teams of nurses, nursing school students and other medical
professionals competed in a course consisting of fun “medicalthemed” activities with designated amounts going to their
preferred charity. Showtime Networks awarded the $100,000
to charities that included The American Cancer Society, The
Michael J. Fox Foundation for Parkinson’s Research, National
Childhood Cancer Foundation – CureSearch, The Leukemia and
Lymphoma Society, Amber Watch Foundation, The Crohns &
Colitis Foundation of America, Harlem Children’s Zone, Memorial Sloan-Kettering Cancer Center, Sensational In Survival,
American Red Cross, Henry Street Settlement, Partners in
Health, and Dress For Success Worldwide.
In 2009 alone, Showtime Networks contributed almost $1 million in direct and in-kind donations to more than 110 non-profit
organizations.
Dr. Susan Love, one of the eminent breast cancer researchers
in the country, served as a consultant to THE L WORD about
breast cancer and, in fact, appeared in an episode as herself.
THE L WORD completed its sixth season in 2009.
85
FOCUS The Smithsonian Institution comes to television,
thanks to a unique partnership with Showtime Networks
Smithsonian Channel, a joint venture between Showtime Networks, Inc. and the Smithsonian Institution, continues to educate
viewers about important times in our nation’s history and showcases scientific and cultural programming based largely upon the
assets of the Smithsonian Institution, the world’s largest museum
complex.
Smithsonian Channel features original documentaries, shortsubject explorations and innovative and groundbreaking programs
highlighting America’s heritage. Some of the network’s key programs have included:
AMERICAN WAR STORIES – a programming block which airs
every Memorial Day and Veterans Day that honors America’s veterans – past and present. Some of the key films and documentaries
featured in this block include: ARLINGTON: CALL TO HONOR;
CARRIER AT WAR: THE USS ENTERPRISE; HISTORY IN HD:
SHOOTING IN IWO JIMA; REMEMBERING VIETNAM: THE WALL
AT 25; UNCOMMON COURAGE: BREAKOUT AT CHOSIN; and
WINGS OF HONOR.
SOUL OF A PEOPLE - Timed to the 75th anniversary of the New
Deal, this special features a diverse group of leading authors,
Depression-era photograph from the Smithsonian Channel program, SOUL OF
A PEOPLE, that highlights the country’s conflicting historical and sociological
visions.
poets, historians, photographers and unemployed writers who traveled across America. Together they produced a portrait of the U.S.
that highlighted the country’s conflicting historical and sociological visions through footage, photographs and interviews. The
program was the subject of a series of organized exhibits, lectures
and panels at more than 30 libraries throughout the U.S.
ZAMBEZI – chronicles a two-month-long expedition along the
length of the river with an international team that meets communities devastated by malaria and health workers struggling to cope.
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87
simon & schuster has used
its position as an
industry leader
to give back
Simon & Schuster
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11
Simon & Schuster is a global leader in the field of general interest
publishing, dedicated to providing the best in fiction and nonfiction
for consumers of all ages, across all printed, electronic and audio
formats. Its divisions include Simon & Schuster Adult Publishing,
Simon & Schuster Children’s Publishing, Simon & Schuster Audio,
Simon & Schuster Digital and international companies in Australia,
Canada and the United Kingdom.
The company publishes around 1,900 titles annually and its books are available in more than 100
countries around the world. Its seven divisions are also home to some of the most distinguished
imprints and recognizable brand names in the world of publishing. From Pulitzer Prizes to National
Book Critics Circle Awards, Grammy Awards, and Newbery and Caldecott Medals, its titles have been
recognized with the most prestigious honors in publishing.
Here are just a few of the ways Simon & Schuster has used its position as an industry leader to give back.
Community Outreach
Simon & Schuster Adopts a High School
Several years ago, Simon & Schuster entered into a partnership
with the High School for Media and Communications, an innercity school in New York City’s Washington Heights neighborhood, as a way to bring the resources at its disposal – knowledgeable and passionate media professionals, books and, of
course, authors – to connect with younger readers.
Additionally, the company saw its collaboration as a way to
educate a diverse population of students about opportunities
in the book publishing industry. While the program has been a
success on many levels, Simon & Schuster and the school were
especially proud of the role that the program played in the academic progress of the Class of 2010, the first group of students
to benefit from four full years of the partnership.
As part of the partnership Simon & Schuster implemented a
variety of activities, including field trips to the publisher’s New
York City offices where the students got to see book publish-
89
As part of S&S Audio’s partnership with Doctors Without
Borders, Pimsleur responded to
the earthquake in Haiti by offering free downloads of its Haitian
Creole language program
(above) to support volunteers
(left) aiding the millions of
people affected by the tragedy.
ing in action; and created summer reading lists for which the
company donated books. But Simon & Schuster also realized
that it could help with specific issues and problems faced by
the school student population.
Approximately 77 percent of all incoming ninth grade students
at the school enter with a Level 1 or 2 reading, writing and/or
math grade level. In order to receive New York State Regents
credits, students are required to move up to a Level 3 or 4. To
help students advance to these levels, Simon & Schuster provided more than 400 copies of test prep books from its distribution clients, Kaplan Publishing and Peterson’s, geared toward
building math, reading, writing and standardized test skills. The
result was higher grades and scores on standardized tests such
as the PSAT, SAT and Regents.
The High School of Media and Communications has a student
population that is 93 percent Hispanic, with more than 30 percent of those students requiring greater language proficiency in
order to succeed academically. Simon & Schuster realized that
it could help to address this issue and through its Audio division
provided copies of its Pimsleur Language Programs ESL Comprehensive Programs for Spanish, Quick & Simple Programs for
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Spanish and ESL Instant Conversation Programs for Spanish.
Other activities included the Book Club and author visits,
providing books for the school’s library and donations geared
toward specific classes including Enriched Classics for the
English Honors program and books related to Journalism and
Creative Writing for elective classes.
With graduation looming for the class of 2010, many of the
students were looking forward to furthering education but most
lacked the necessary financial resources. In order to make
them aware of the many possibilities, S&S partnered with the
well-respected Goddard-Riverside Center’s OPTIONS for Educational and Career Choices to bring a Financial Aid Workshop
to the school.
Beginning in 2008, S&S has provided the school with a graduation keynote speaker who was able to speak about issues relevant to the concerns of students. Past speakers have included
Simon & Schuster Children’s author and Emmy Award-winning
SESAME STREET actress Sonia Manzano; Jennifer Baszile,
author of THE BLACK GIRL NEXT DOOR; and for 2010, Atria
author and Food Network personality Daisy Martinez. At this
year’s graduation, the publisher will award for the first time the
newly created Simon & Schuster Book Scholarship, a $2,000
grant to help one graduating senior subsidize the cost of their
first year’s book purchases at college.
Doctors Without Borders
In August 2009, Simon & Schuster Audio’s Pimsleur Language
Program entered into a partnership with Doctors Without Borders, the international humanitarian organization. To support the
mission its global efforts, Pimsleur donated $50,000 in products
to volunteer aid workers who are from the U.S., or are working
on U.S.-run projects. In addition, for every Pimsleur program
purchased from Simon & Schuster, Pimsleur donated a portion
of its net revenue to Doctors Without Borders.
Doctors Without Borders relies on people from various cultural
and language backgrounds to conduct its programs and projects. Its volunteers include doctors, nurses, logistics experts,
administrators, epidemiologists, laboratory technicians and
mental health professionals, among others. Today, the organization provides aid in more than 60 countries and territories to
people whose survival is threatened by violence, neglect or
catastrophe, primarily due to armed conflict, epidemics, malnutrition, exclusion from health care or natural disasters.
In January 2010, Pimsleur responded to the tragedy of the
earthquake in Haiti by offering free downloads of its Haitian
Creole language program in an effort to support volunteers aiding the millions of people affected by the earthquake. Pimsleur
authorized digital re-sellers to give away the Haitian Creole
program through March 31. Participating re-sellers included
Audible.com, Cateeslanguageworld.com, Pimsleuraudio.com
and Pimsleurmethod.com.
In response to the earthquake, Doctors Without Borders sent
approximately 70 more staff members to help with the relief
efforts and had a team in Haiti overseeing its trauma and emergency obstetrics programs.
Other organizations that utilized the free downloads include:
United Nations (un.gov), Peace Corps, U.S. Army, National
Disaster Medical System (NDMS), HaitianDisaster.org, International Committee of the Red Cross, UNICEF, The Salvation Army,
Operation USA, Save the Children, International Medical Corp,
Partners in Health, Mercy Corp, Direct Relief, Oxfam, Baptist
Haiti Mission, Catholic Relief Services, CARE.org, International
Rescue Committee, American Refugee Committee, MHBC
(Morrison Heights Baptist Church - Christian Missionaries),
DHS/ICE, Adolescent Life Coaching Center, DMAT (Disaster
Medical Emergency Response Team), Holy Name of Mary
Church and MedCoast.
The partnership with Pimsleur has helped Doctors Without
Borders carry out its mission around the world by giving global
volunteers the tools necessary to speak the local languages
where they are providing services.
Charitable Donations
In 2009, Simon & Schuster made financial contributions to a
variety of non-profit organizations and causes, with a particular
emphasis on literacy, freedom of expression and human rights,
and helping to nurture the careers of authors and publishing
professionals:
•Poets & Writers
•Literacy Partners
•Columbia Publishing Course
•PEN American Center
•Mystery Writers of America
•UJA-Federation of New York
•National Multiple Sclerosis Foundation (NY Chapter)
•Juvenile Diabetes Research Foundation
•Yaddo
•American Bookseller Foundation for Free Expression
•New York Public Library
•The Frank McCourt Scholarship at Stuyvesant High School
•Goddard Riverside Community Center
•National Book Foundation
•Bookbinders’ Guild of NY
•PKD Foundation
•Susan G. Komen Foundation
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the cw has incorporated
socially-responsible
messages into its storylines
and marketing outreach
The CW Network
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12
The CW, a joint venture between CBS Corporation and Warner Bros.
Entertainment, made its debut on September 20, 2006 as America’s fifth
broadcast network targeting young women ages 18-34, a demographic
highly sought after by advertisers.
Delivering a total of 25 hours of programming a week over six days, The CW offers a five-night, 10-hour
primetime lineup that runs Monday through Friday, featuring such popular series as GOSSIP GIRL, ONE
TREE HILL, 90210, AMERICA’S NEXT TOP MODEL, SUPERNATURAL, SMALLVILLE and the freshman hit THE
VAMPIRE DIARIES. In addition to primetime, The CW broadcasts a Monday through Friday afternoon block
as well as a five-hour Saturday morning animation block.
Always on the cusp of innovation and trends, The CW has incorporated socially-responsible messages into
its storylines and marketing outreach. Here are just a few examples:
THE VAMPIRE DIARIES Blood Drive
In conjunction with the launch of new series THE VAMPIRE
DIARIES in fall 2009, The CW Network, Alloy Media + Marketing and the American Red Cross joined forces for blood drives
at more than 230 high schools and college campuses across
the nation.
The blood drive initiative (“Starve a Vampire. Donate Blood”)
kicked off at Georgia Tech and featured a special visit from
the stars of The CW’s freshman hit. Cast members Ian Somerhalder, Steven R. McQueen, Zach Roerig, Kayla Ewell and
Michael Trevino were in attendance on campus to encourage
students to donate blood.
With specially branded VAMPIRE DIARIES material, the blood
drive initiative was promoted in high schools and on college
campuses through Alloy Media + Marketing’s nationwide media network, including high school display media and college
newspapers. Brand ambassadors also distributed flyers and
other materials encouraging students to register in advance to
participate in the blood drives.
In addition, The CW and the American Red Cross produced
a PSA, promoting the need for blood donations featuring the
cast of THE VAMPIRE DIARIES. The PSA aired on Alloy Media +
Marketing’s proprietary media platforms, including the Teen.
com TV (www.teen.com) video network and the school-based
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90210 / Ford Warriors in Pink Integration
In the fall of 2009, The CW partnered with Ford on a comprehensive, multiplatform integration around 90210 and Warriors
in Pink to raise awareness for breast cancer to benefit Susan G.
Komen for the Cure.
Ian Somerhalder, star of The CW’s freshman hit THE VAMPIRE DIARIES, at
Over the course of multiple episodes, the storyline of Silver
(Jessica Stroup) dealt with the impact of breast cancer on
her and her family. On November 17, Silver’s mother succumbed to breast cancer and passed away, sparking Silver
to get involved with the Ford Warriors in Pink program. On
December 8, she wore a Ford Warriors in Pink T-shirt, and
asked her fellow classmates at West Beverly High to sponsor her during the Race For The Cure 5K for breast cancer
research, which ran in her mother’s honor.
a blood drive at high schools and colleges across the nation.
news program, Channel One News.
THE VAMPIRE DIARIES’ blood drives were a huge success for
the American Red Cross. Many of the CW affiliates promoted
and participated in the blood drives in their local markets.
The Georgia Tech event featuring THE VAMPIRE DIARIES talent
was particularly successful (the show tapes in rural Georgia).
The Red Cross collected more blood during this event than any
drive at Georgia Tech in the 10 years they’d kept track, even
more than collected there after Hurricane Katrina.
90210 Storylines
In April, 90210 broadcast a special episode in which Silver
(played by series regular Jessica Stroup) was diagnosed with
bipolar disorder. The episode depicted the emotional impact it
has on her, her family and friends. The episode was directed by
original BEVERLY HILLS 90210 actor Jason Priestley.
On April 14, 2009, 90210 featured several of the characters
opting to spend their spring break participating with Habitat for
Humanity.
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Watch & Win Sweepstakes – For four weeks (beginning
November 17) and culminating with the Ford Warriors in
Pink integration episode (December 8), The CW promoted
a sweepstakes offering viewers the chance to win a Ford Fusion Hybrid.
On-air and online PSA featuring Jessica Stroup aired during
the Ford Warriors in Pink event episode, “driving” viewers
to fordcares.com to find out how they can raise awareness
and join in the fight against breast cancer. The PSA was also
featured on cwtv.com/warriorsinpink.
A print ad featuring both Jessica Stroup and Jennie Garth ran
in several entertainment and fashion publications leading up
to the integration episode. In the ads, each wore a different
piece of Warriors in Pink clothing promoting consumers to
shop fordcares.com and tune in to 90210. Publications that ran
the ad included US Weekly, TV Guide, Elle, InStyle, People and
StyleWatch.
FOCUS In a digital age, The CW texts an important driver
safety message to young viewers via star power and AT&T
Recognizing its audience is young, technologically-savvy and
spans print, radio, TV and online advertising, features true stories
more likely to use cell phones and PDAs behind the wheel, The
and the text message that was sent or received before someone’s
CW Network partnered with AT&T on a “Txting and Drivng… It
life was altered, or even ended, because of texting and driving.
Can Wait” campaign centered around MELROSE PLACE.
“AT&T has an existing relationship with The CW and MELROSE
The message – that texting while driving is tremendously danger-
PLACE via advertising,” says Chris Schembri, vice president,
ous – was included in the March 30 episode of the series, and
AT&T Media Services. “We leveraged this relationship to reach
was followed by a PSA featuring stars Katie Cassidy and Michael
the network’s core youth demographic.”
Rady.
According to the company, 457 billion text messages crossed
The PSA was featured online at www.cwtv.com, encourages view-
its network in 2009 compared to an approximate 243 billion in
ers to visit www.facebook.com/att to learn more about the risks
2008 and 88 billion in 2007. So far, 20 states plus Washing-
of texting while driving and sign an online pledge to stop the
ton, D.C., have laws against texting while driving. A study by the
dangerous activity.
Virginia Tech Transportation Institute concluded that people who
text while driving are 23 times more likely to be in a crash (or
The PSA coincided with an AT&T campaign to raise awareness
near-crash event) than nondistracted drivers.
about the risks of texting and driving that reminded all wireless
consumers, especially youth, that text messages can — and
should — wait until after driving. The national campaign, which
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cbs interactive employees take a
proactive approach
to programs which
give back to the community
CBS Interactive
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13
With 200 million people visiting its properties each month, CBS Interactive is a top 10 Web property globally and a top 5 Web property in the
United States in terms of unique video viewers.
Its portfolio of leading brands include CBS.com, the #1 broadcast network site in streaming, minutes and
viewers; CBSSports.com, the #1 sports site in time spent online and the leading provider of live streaming
sports video on the Internet; CNET, the leading tech media Web site; GameSpot the #1 gaming/information
Web site; TV.com, a leading destination for navigating, organizing and enriching the television experience;
BNET, a top 10 business news site; MaxPreps.com, the online high school sports leader; Last.fm, a top music
discovery and recommendation site; CBS MoneyWatch, which provides financial information to more than 1
million users each month; TheInsider.com, delivering Hollywood gossip and news; the food Web site CHOW,
and the media review site Metacritic.
In addition to their work producing online content spanning
popular categories such as technology, entertainment, sports,
news and business, CBS Interactive proudly participates in
many different community outreach efforts across its offices in
the United States and around the world.
Balboa High School’s Technology Academy (Calif.) as part
of a program that incorporates digital media into the public
high school learning experience. This event took place in
the San Francisco office and included presentations on our
industry and career paths as well as a building tour.
Headquartered in San Francisco, CBS Interactive employees
take a proactive approach to programs which give back to the
community in a number of waysn including food drives, collecting toys for underprivileged children and helping to build
houses through Habitat for Humanity.
•As part of its partnership with Habitat for Humanity, CBS Interactive employees and their families helped build houses
in the Bayview area of San Francisco. The homes CBS Interactive employees helped build accommodate residents with
mobility impairments and include environmentally friendly
components such as solar photovoltaic roof panels.
Highlights from 2009
•On March 17, CBS Interactive welcomed 45 students from
•CBS Interactive has been working with the Horace Mann
97
(Left) CBS Interactive employees take a break
from volunteering at a Habitat for Humanity
site in San Francisco’s Bayview area; (bottom)
CBS Interactive employee Justin O’Kelly
(center) volunteered with Rebuilding Together
San Francisco to renovate a home using
sustainable materials
Lunchtime Tutoring Program for several years where CBS
Interactive employees work directly with Horace Mann
students across a field of different areas from English to
Mathematics. The program continued in 2009, working with
dozens of students on their lessons, including specific tutoring to help bridge the language gap between those with
limited English skills and the school-related events that they
attend.
•In September 2009, CBS Interactive employees participated
in the “J.P. Morgan Corporate Challenge,” a 3.5-mile run/
walk event in San Francisco. The race is part of the JP Morgan
Corporate Challenge series (in its 33rd year), which seeks to
celebrate corporate fitness and camaraderie. All proceeds
went to support the YMCA of San Francisco’s Kids to Camp
Program.
•In late 2009, CBS Interactive’s San Francisco Community
Involvement Committee (SFCIC) announced their sixth annual “Season of Giving” - an annual period of fundraising and
gift-giving for those in need around the holidays. They kicked
off the Season of Giving in October 2009 with Oktoberfest
and the Bacon Bake Off. Through those events, they raised
more than $1,600 for Habitat for Humanity.
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In December 2009, SFCIC hosted their Living Giving Trees
program where employees visited the live trees in the lobby,
grabbed an ornament and purchased a gift (between $5-$10
value). The Living Giving Trees program benefitted Veteran
Affairs Medical Center and George Mark House (terminally
ill children).
Additionally, both the San Francisco and Florida offices
of CBS Interactive participated in food drives, collecting
canned goods from employees to be donated to local food
banks. Through the efforts of the food drives, more than 100
pounds of food was donated to those less fortunate.
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cw films is comprised of
veteran film executives
with long histories of
community outreach
and activism
CBS Films
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14
Established in 2007, CBS Films is a multifaceted film studio handling the
development, financing, production and marketing of theatrical motion
picture content. CBS Films currently plans to release four to six movies a
year spanning all genres.
Though young, the studio is comprised of veteran film executives with long histories of community outreach
and activism within entertainment industry and their surrounding communities. Here are just a few examples of the organizations and causes its executives have supported.
The Hollywood Reporter Mentorship
Program in partnership with Big Brothers
Big Sisters of Greater Los Angeles
CBS Films CEO Amy Baer serves as a mentor for this program
that connects young women from the inner city with female entertainment executives. Twelve mentees ages 15 and older are
selected by Big Brothers Big Sisters based on their interest in
the arts and the business of entertainment. Mentees learn about
the industry and realize their full potential in the workplace from
mentors, who in turn have the opportunity to effect change and
positively influence a young woman who has no access to this
type of environment. Mentors are interviewed and screened by
Big Brothers Big Sisters staff, with matches made according to
interest, personality types and preferences.
Friends of the Family
CBS Films’ CEO Amy Baer serves on the board of directors for
Friends of the Family, a comprehensive family resource center
known for pioneering innovative, practical programs where
families are recognized as central to a child’s well being and are
supported to build on their skills and strengths.
Founded in 1972, the organization is a safety net of support for
more than 5,000 community members each year. Based in Van
Nuys, Calif., Friends of the Family serves disadvantaged families who are struggling to provide care and support for their
children but are challenged by poverty and low income, lack of
education and employment, shifts in family structure, family or
community violence, and holes in the social safety net.
It operates upon the assertion that outcomes for families cannot
be separated from community conditions, since the capacity of
neighborhoods to provide safe, stable, resource-filled environments is key to family success. Thus, Friends of the Family
provides programs and services that strengthen and empower
families while also serving as a catalyst for community orga-
101
(L-R) Maya Nussbaum, Executive
Director of Girls Write Now; Tina Gao,
Mentee; and First Lady Michelle Obama
at the White House, where Nussbaum
was honored with an award.
nization and enrichment, positively enhancing the capacity of
residents to advocate for themselves and their children.
The Will Rogers Motion Picture Pioneers
Foundation
Steven Friedlander, Executive Vice President Distribution
for CBS Films, is on the Will Rogers Motion Picture Pioneers
Foundation’s Board of Directors. The Foundation has traveled
a rewarding path since its inception in New York in 1939 when
it unofficially began as a group of industry personalities who
gathered once a year to meet old friends socially. The goal
of the organization is “to establish a self-perpetuating fund
to assist Pioneers of the motion picture industry who find
themselves in need; the assistance to consist of direct financial
aid, medical care and temporary business subsistence during
periods of unemployment for eligible applicants.”
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In 1951, the group officially took the name of the Foundation of
the Motion Picture Pioneers and broadened its scope to seek
out veterans of the motion picture industry who needed financial aid and assistance. Throughout the years and to this day,
the Foundation has believed in keeping its generosity quiet
and respecting the anonymity and dignity of those receiving
assistance. In 2002, the Foundation of the Motion Picture Pioneers merged with the Will Rogers Memorial Fund to create
the most meaningful charity supported by the motion picture
industry.
The Foundation of the Motion Picture Pioneers changed its
name to the Motion Picture Pioneers Assistance Fund and is
now owned and operated by the Will Rogers Motion Picture
Pioneers Foundation. The Fund is now located in Los Angeles,
Calif., and is dedicated to helping motion picture industry
veterans who need aid in times of emergency or distress.
Pluralistic School #1
Bruce Tobey, COO of CBS Films, serves on the board of
directors for Pluralistic School #1, a not-for-profit independent
school in Santa Monica founded on the belief that a community
is enriched when individual differences are respected and
welcomed. At PS#1, pluralism is a commitment to diversity
and inter-connectedness in both its community and its curriculum. This inclusive approach to education empowers its
students to thrive in learning and in life.
The University of Southern California
School of Theatre
Rik Toulon, Executive Vice President and General Counsel
of CBS Films, is a member of USC’s School of Theater Board
of Councilors. The school is ranked as one of the top theatre
schools in the United States, and its board is composed of
professionals, academics and community leaders who provide
counsel to the dean and the faculty of the school as well as
the president and provost of the university. Graduates of the
school work professionally in all aspects of theatre, film and
television. The school’s faculty are dynamic teachers who also
work regularly in the theatre and entertainment industry.
previous years’ wins.
As New York’s first and only creative writing and mentoring
program for high school girls, GWN was honored by First Lady
Michelle Obama in November 2009, when the organization’s
executive director received the “Coming Up Taller Award” at
the White House.
LifeWorks
Derek Arteta, Vice President Legal Affairs of CBS Films, is a
member of LifeWorks, an organization that offers one on one,
peer and group mentoring opportunities for lesbian, gay, bisexual and transgender (LGBTQ) youth ages 12-24. Lifework’s goal
is to help LGBTQ youth to realize their goals and dreams with a
safe space, positive and affirming role models, and workshops
and activities that are fun and educational.
Girls Write Now
Maggie Schmidt, Senior Vice President Publicity of CBS Films,
serves on the Advisory Board of Girls Write Now (GWN), a
not-for-profit mentoring program in New York City that provides
guidance, support and opportunities for the city’s underserved
or at-risk high school girls, enabling them to develop their
creative, independent voices, explore careers in professional
writing and learn how to make healthy choices in school,
career and life.
Thirty of the winning entrees in the prestigious Scholastic Art
& Writing Awards were written by this 2010’s talented GWN
mentees, including three National Gold Key winners. This year’s
awards bring the grand total of GWN mentees who have won
Scholastic awards to an incredible 54; it also marks the fourth
consecutive year that GWN members have been among the
winning entrants. Several GWN mentees won multiple 2010
awards; they and other mentees added Scholastic keys to
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Cert no. SW-COC-002512
Copyright 2010